What is brand positioning?

Brand positioning is the occupation of a defined position in the relevant market in order to differentiate oneself from the competition in an attractive way for target groups.

Examples of brand positioning strategies

Brand positioning through values

According to the Ipsos Global Trend Report 2023, 79% of respondents believe that companies can both make a profit and support social causes. Additionally, 63% of consumers are willing to pay a premium for brands that demonstrate social responsibility. These statistics highlight the significant influence of brand values on brand perception. It can therefore make sense for certain brands to base their positioning on such values.

Brand positioning through product innovation Innovation in product development opens up further opportunities for brands to establish a unique position in the market. By developing new solutions to meet the needs of consumers, brands can create their own niche.

Brand positioning through emotional benefits A brand does not always offer rational benefits that differ from those of the competition. In this case, it is worth working out an emotional added value, communicating this and positioning the brand as a result. An emotional benefit is an intangible added value or feelings that the target group experiences when interacting with the brand and its offering.

Brand positioning through pricing Pricing is another way of positioning a brand. The price level influences the perception of the quality and value of the brand’s offering. Depending on the positioning strategy, a brand can be perceived as a premium option or as a low-cost alternative.

Brand positioning through service Pricing is another way of positioning a brand. The price level influences the perception of the quality and value of the brand’s offering. Depending on the positioning strategy, a brand can be perceived as a premium option or a value-for-money alternative.

Brand positioning depends on resources A brand strategy is useless if the brand cannot meet its own expectations – and thus those of potential customers – because the corresponding resources or culture are not available. The desired positioning must therefore always be compared with the company’s own resources

2. Analyze the competition

A competitive analysis helps to understand your own position in the market and to make strategic decisions based on this. In order to be able to evaluate competitors, it is helpful to define criteria in advance on the basis of which the competition is assessed:

Fields of competence: Areas of expertise comprise the identification of the strengths and functions of services or products in comparison to those of the competition. This includes the evaluation of performance, quality, functionality, innovation and special sales arguments.

Pricing: Pricing refers to the strategies that a competitor uses to set its prices. This takes into account not only the pure product prices, but also any discounts, special offers or additional services that can influence the overall value for customers.

Target group approach: The target group approach describes which specific target groups a competitor addresses and which specific needs and interests they have. This includes the analysis of marketing messages, advertising channels and customer communication.

Brand presence: The brand presence encompasses how the brand presents itself to the outside world. This includes the brand identity, including the brand design and its application at the relevant touchpoints: Website, social media, print, advertising campaign.




    Dr. Birgit Joest

    Co-Founder, Strategy Director