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Brand positioning

Brand positioning is the conceptual place of a brand within the target customer’s mind. Historically, positioning was focused on the product; this was then broadened to encompass a product’s reputation and where a brand is positioned compared to its competitors. Effective positioning should be informed by industry trends and external market realities. As such positioning is closely related to brand strategy, brand equity and market segmentation.

Key Reading

Important papers from across the Warc database

This Best Practice paper argues that a brand positioning should always contain a strong message for the brand that some people love, and some people hate, in order to be effective. It discusses the five common pitfalls in brand positioning. Brand examples covered in the paper include Starbucks and IBM.
This Best Practice paper provides a framework to use when writing a brand positioning statement.
Les Binet and Sarah Carter look at a common mistake when positioning a brand.
A Best Practice paper providing a "how-to" guide for positioning a business, product, service or brand.
This classic paper provides a model for examining a portfolio, identifying problems and opportunities.

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