What Is Brand Positioning

Brand positioning is the process of establishing a distinct place for a brand in the minds of target consumers relative to competitors — defining what the brand stands for, who it serves, and why it is different or better than alternatives.

What Is Brand Positioning? Brand positioning is the strategic process of defining how a brand occupies a distinct and valued place in the minds of target customers relative to competitors. It is not simply about what the brand does — it is about what the brand means to consumers and how it is perceived relative to alternatives. The concept was popularized by Al Ries and Jack Trout in their seminal 1981 book "Positioning: The Battle for Your Mind" — the foundational text on brand positioning stra