What is meant by brand positioning?

Brand positioning refers to the strategy for establishing a brand's identity in the minds of consumers relative to competitors. It involves defining the unique characteristics, values, and benefits that a brand offers, which differentiates it from others in the marketplace. This process helps consumers understand what the brand stands for and why they should choose it over alternatives.

Effective brand positioning focuses on target audience needs and preferences, ensuring that the brand resonates with the specific groups of customers it seeks to attract. It also incorporates aspects such as the brand's messaging, tone, and overall image. By successfully positioning a brand, marketers create a lasting impression that guides consumer perceptions and influences their purchasing decisions.

Other options, while related to marketing, do not fully encompass the concept of brand positioning. For instance, pricing strategy, target audience, and promotional techniques are important components of a marketing plan but do not specifically define how a brand is established in the market's perception compared to its competitors.