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