Identifying and Establishing Brand Positioning

Brand positioning is a strategic act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s mind, such that the potential of product is maximized. The tools used to do the competitive brand position are among others.

• Points of difference and points of parity
• A mental map is a visual depiction of the different types of association
• Sources of brand equity CBBE model
• Designing and implementing brand mantras