brand positioning

Identify Your Competitive Advantage

Brand positioning is one the most powerful concepts in brand management. Every brand manager should be able to provide clear and simple answers to these questions about the brands they manage:

What does my brand stand for in the mind of the consumer?

Why do consumers choose my brand over competition?

Is my brand perceived as the leader, second, or third in the category?

This is what brand positioning is all about. It is also the foundation on which the brand image, promise, values and communication strategy are built.

Positioning a brand translates into building meaningful and unique perceptions in consumer’s mind. It is the label(s) that consumers attached to your brand. It is your brand’s competitive advantage.

Brand Positioning Tutorials

Here are some articles that will help you learn more about brand positioning:

Positioning: The Crucial First Step in Brand Building

The Importance of Keeping Your Brand Focused

4 Positioning Strategies for Meaningful Brand Differentiation

Brand Positioning Strategy: 3 Common Errors and How to Avoid Them

The Me-Too Strategy Can Damage a Premium Brand

Brand Positioning on Product Leadership

Brand Positioning on Emotional Benefits

Differentiation Strategy: Can a Brand Be Positioned on Country of Origin?

How to Create a Differentiation Strategy Based on Superior Service

Brand Repositioning: Things to Consider

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