4. Brand Positioning

The perception of a brand is in the minds of the consumers. This perception may make them associate innovation with a brand, and likewise, they could associate poor service with a brand. Brands will have to keep their standards and improve on innovative product development and quality service provision to convince the consumers about their positions. Brands may be placed on pedestals by consumers, but if these same brands do not do well, they will be replaced. This chapter will explore the basic concepts of brand positioning and how it can be conceptualised. We emphasise the importance of brand positioning, in order to justify the creative, hard work required for this. While recognising that brand positioning can change as consumer engagement increases or decreases, we will explore ways to enhance a brand’s position in the minds of customers. The brand owners and brand users are the responsible stakeholders for brand positioning—the brand adopts brand position strategies while consumers engage with those strategies. We will conclude with some key considerations for brand positioning.