Brand positioning is a statement that clearly sets out the position of a company or organisation against a set of measurable criteria in relation to positions taken by other companies or organisations operating in the same sector.
A positioning statement will typically be based factors that may include: Location; cost; value; quality; market or market segment (target audience) or; benefit.
The aim of clearly identifying a position in a sector is to occupy a unique space in the minds of your customers or audiences.
Here are a few examples:
Amazon’s positioning statement:
For consumers who want to purchase a wide range of products online with quick delivery, Amazon provides a one-stop online shopping site. Amazon sets itself apart from other online retailers with its customer obsession, passion for innovation, and commitment to operational excellence.
Nike’s positioning statement:
For athletes in need of high-quality, fashionable athletic wear, Nike provides customers with top-performing sports apparel and shoes made of the highest quality materials. Its products are the most advanced in the athletic apparel industry because of Nike’s commitment to innovation and investment in the latest technologies.
Apple’s positioning statement:
For individuals who want the best personal computer or mobile device, Apple leads the technology industry with the most innovative products. Apple emphasizes technological research and advancement and takes an innovative approach to business best practices — it considers the impact our products and processes have on its customers and the planet.
