Brand positioning

A strong brand positioning is vital for a brand to differentiate from its competitors to explain its benefits. It’s best to think of it from the audiences perspective.

Brand positioning has been defined by Kotler and Armstrong as

“The act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market”. In other words, brand positioning describes how a brand is different from its competitors and where, or how, it sits in customers’ minds”.

Brand positioning can be further defined using brand tone-of-voice.

Practical options for copy to summarize the positioning in a strapline or tagline shown in these brand positioning examples include a :

  • Focus on the benefits
  • Focus on the consumer
  • Focus on how the company does business
  • Focus on the competitors

Academic paper: Evaluating the effectiveness of brand-positioning strategies from a consumer perspective.

About Smart Insights

Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

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