It is the point where the relationship between a brand and consumers become apparent. Positioning is competition-oriented: it specifies the best way to attack competitor’s market share. Brand positioning involves the placement of a brand and all its associations (including characteristics, attributes, personality, and image) in a distinct in the mind of the consumer.
Brand positioning is based on one fundamental principle: all choices are comparative. Positioning is competitive when it comes to brands, consumers make a choice, but with products they make comparisons.
The importance of string brand positioning cannot be underestimated, An organization’s brand positioning is the major way in which it can gain a competitive advantage over rivals and detract criticism, and a definitive identify can provide internal benefits such as the ability to attract quality personnel and breed employee motivation.
A successful positioning requires a strong positive perception from the consumers. For this to happen, the brands positioning should be unique in a way that is different from others.
Brand positioning
