brand glossary: brand positioning

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. A strong positioning gives the brand a clear role in the world and is a combination of tangible and intangible benefits that help people connect with and choose the brand over any other.