Brand Positioning - Definition

Definition

The place you want to occupy in the customer’s mind compared with competitors.

Advanced

Defines audience, frame of reference, points of difference, and reasons to believe. Guides messaging, pricing, and channel choices and prevents undifferentiated offers.

Why it matters

Raises win rate and reduces price pressure.

Use cases

Category entry
Service pivot
Competitive response

Metrics

Unaided awareness
Consideration share
Win rate by segment

Issues

Vague or unprovable claims
Positioning not tested with customers

Example

Privacy-first analytics for healthcare with audit-ready reporting.