Brand Positioning
Brand positioning is one of the many facets of brand identity.
It adds to the differentiating strength of a brand and needs to be
determined in the early stages of brand development together with
the values, essence and proposition which will guide the brand
name, visual identity and communications in the creative
development stages of corporate branding.
Strong positioning strategies are based on solid brand insight,
company and competitor research that adds to the equity of the
brand, maximising its potential by filling the opportunity gap in
the marketplace. It goes beyond the tangible factors of the brand
making powerful emotive connections in the minds of the target
customer adding value that is not easily eroded by competitors.