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.

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


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 occupy a distinct position (what the marketer tries to do with it relative to competing brands) and
  2. A brand's actual position in the mind of the consumer.