Brand positioning

What is Brand Positioning?

Brand positioning is the process of positioning a brand in the minds of consumers in order to create a distinct identity for the brand and make it stand out from its competitors. It involves the development of a specific set of attributes and characteristics associated with the brand that differentiate it from the competition.

Why is Brand Positioning Important?

Brand positioning is an important part of a company’s marketing strategy. It is the foundation of a company’s messaging and establishes the values, goals, and benefits that a company wants to be associated with its brand. It helps to set the company apart from its competitors and create a unique identity that customers can easily recognize and remember.

Examples of Brand Positioning

Here are some examples of successful brand positioning strategies:

  • Apple: Apple positioned itself as a premium brand, offering innovative products that were ahead of the curve. It emphasized the design and user experience of its products, and focused on the idea of creativity and being on the cutting edge.
  • Nike: Nike positioned itself as a company that was “for athletes, by athletes.” Its messaging focused on the idea of “just do it” and the empowerment that comes from striving for greatness and overcoming obstacles.
  • Walmart: Walmart positioned itself as a low-cost retailer, offering everyday low prices and a wide variety of products. Its messaging was focused on the idea of saving money and being able to purchase the products you need at an affordable price.


Brand positioning is an important part of any company’s marketing strategy. It helps to differentiate a brand from its competitors and establish a unique identity that customers can easily recognize and remember. By creating a clear and compelling positioning statement, companies can ensure that their message is communicated effectively and resonates with their target audience. For more information on brand positioning, check out this article from WordStream and this guide from HubSpot.