Brand positioning refers to the unique place that a brand occupies in the minds of customers and how it is distinguished from the products of competitors). It is a marketing strategy that brands create to establish their brand and differentiate themselves from others. Effective brand positioning happens when a brand is perceived as favorable, valuable, and credible to the consumer. A brand positioning statement is an internal positioning summary that companies use to articulate and promote the value their brand brings to a target market and their customers. It is used as a way to articulate a brand’s value proposition in a succinct way. Typically, brand positioning statements are part of a brand’s larger marketing strategy.

Brand positioning is important for a company to have a clear way to share the value their brand brings to customers. It allows a company to differentiate itself from competitors, increase brand awareness, communicate value, and justify pricing, all of which impact its bottom line. When creating a brand positioning statement, it is important to consider the target market or customer, the product or service category, the greatest benefit and impact of the product or service, and the proof of that benefit and impact.

The right positioning strategy at the right time can help a brand build a powerful image in the mind of consumers). However, from time to time, the current positioning strategy fails to resonate. This could be due to new market entrants, changed customer preferences, structural change within the target market, or simply that customers needs have changed). Therefore, brand positioning is a living document, and it should be reviewed and updated regularly to ensure that it remains relevant and effective.