The way the brand is perceived within a given competitive set in the consumer’s mind can be defined as Brand Positioning.
Ideally, it is a function of the brand’s promise and how the brand compares to other choices with regard to quality, innovation, perceived leadership, value, prestige, trust, safety, reliability, performance, convenience, concern for customers, social responsibility, technological superiority, etc. Relevant differentiation is the most important aspect of brand positioning.
One could argue that the brand essence, promise and personality are all a part of the brand positioning. Given that, brand positioning is very similar to what I refer to as brand design which I will share more on in an upcoming post.
The Blake Project Can Help: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
