Brand positioning is defined as the territory you occupy in your customers’ minds relative to your competitors and whether those customers believe you’re the best option to meet their needs.
Effective brand positioning relies on competitive research and analysis, consumer insights, and an honest evaluation of where your business stands and fits in the marketplace. Your customers are at the center of the process.
Brand positioning is product-agnostic. It aims to occupy a higher, conceptual place in the minds and eyes of customers. Brand position is about trying to establish a relationship based on shared or aspired values, belief systems, and business practices.
The brand positioning map (or perception map) is a visual representation of a brand’s strengths and weaknesses in relation to the competition, based on consumer perception.
While positioning maps are a powerful tool, they don’t account for business objectives and financial results.
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