How to use brand positioning effectively

This Best Practice paper explains how to position a brand, arguing that effective positioning needs to be distinctive, appealing and relevant.

How to use brand positioning effectively

Laurie Young

This paper, originally authored by the late Laurie Young in 2011, has been one of the most-read items in Warc's Best Practice series. This revised version adds recent case studies and updated references.

Jump to:Definition | Where to start | Essentials | Case study | Checklist | Further reading

Definition

Brand positioning is complex and there are varying ways to approach it. But most commentators agree brand positioning is a marketing strategy that has two main aims.

  1. Make a brand...

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