What we know about brand positioning

Provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.

Brand positioning is complex, with various definitions and multiple ways to approach it. But whichever approach is chosen, the positioning should be distinctive, inspiring and ambitious. Effective positioning should be informed by trends, market research and external market realities. A brand can opt to occupy the market in various positions including market leader, premium or challenger. Regardless, it is important that the positioning idea is practically useful and clearly relates to a commercial aim.

Definition

Brand positioning is a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands