Positioning is the space a brand occupies in a customer's mind. Volvo means safety. Apple means design. Those associations did not happen by accident. They were built through years of consistent advertising and product decisions.

The work starts with a choice. You cannot own every attribute. Claiming to be cheapest and most premium at the same time confuses everyone. Strong brands pick one or two ideas and defend them relentlessly.

Positioning statements often cover

• The target audience
• The category or frame of reference
• The key benefit
• The reason to believe

Repositioning is harder than positioning. Existing customers resist change, and competitors exploit confusion. It takes courage and patience to shift what a brand means.