The brand posi­tion or brand posi­tioning is how the brand is perceived in the context of compet­i­tive alter­na­tives in the mind. As brand consul­tants, when we develop brand posi­tioning state­ments for clients, we include a target customer defi­n­i­tion, brand essence, brand promise, brand arche­type and brand person­ality, giving the intended brand posi­tion / posi­tioning (as opposed to the actual brand posi­tion in the mind of the customer) greater depth. · Go to Devel­oping a brand posi­tioning state­ment →