Definition of brand positioning

Our definition of brand positioning: The act of defining a brand position—the conceptual territory claimed by a brand relative to other brands.

Other definitions of brand positioning from around the web*

“An organized system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances.” – Positioning: The Battle for Your Mind, Ries and Trout (as quoted by Wikipedia)

“The place that a brand occupies in the mind of the customer and how it is distinguished from products from competitors.” – Wikipedia

“The distinctive position a brand adopts in the marketplace to ensure differentiation—often as a statement that describes the competitive, relevant and differentiating place the brand occupies in its defined market. Brand positioning is the unique experience that helps an organization’s key target audiences tell the brand apart from direct and nondirect competitors.” – brandchannel (site no longer exists)

“What differentiates a brand in the customer’s mind.” – Marty Neumeier (Liquid Agency)

“The process of differentiating a product, service, or company in a customer’s mind to obtain competitive advantage.” – The Dictionary of Brand by Marty Neumeier (definition for “positioning”)

“The distinctive position that a brand adopts in its competitive environment to ensure that individuals in its target market can tell the brand apart from others. Positioning involves the careful manipulation of every element of the marketing mix.” – OVO

“The mindset of the brand. Where the brand stands and what the brand believes in accordance to the consumer.” – Stealing Share (definition for “brand position”)

“A marketing strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer.” – BusinessDictionary (no longer online)

“The conceptual place you want to own in the target consumer’s mind — the benefits you want them to think of when they think of your brand.” – EquiBrand Consulting

* Definitions are for “brand positioning,” unless otherwise stated.

Also known as

• Positioning
• Product positioning

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