Brand positioning:
Positioning places a brand in the consumer mindset, which enables the consumer, recognize brands distinctly as separate offerings. The key idea in positioning strategy is that the consumer must have a clear idea of what your brand stands for in the product category, and that a brand cannot be sharply and distinctly positioned if it tries to be everything to everyone.
Such positioning is achieved mostly through a brand’s marketing communications, although its distribution, pricing, packaging, and actual product features also can play major roles. It is often said that positioning is not what you do to the product, but what you do to the consumer’s mind, through various communications.
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