The process of establishing a unique, recognizable, and meaningful space for a brand in the minds of its target audience. It defines how a brand differentiates itself from competitors, aligns with customer needs, and communicates its value. Effective brand positioning combines a clear understanding of a brand’s purpose, identity, and promise with an in-depth knowledge of the audience’s desires, aspirations, and challenges. It creates an emotional connection, ensuring the brand is not only memorable but also seen as the ideal choice in its category, guiding all marketing and business decisions toward consistent, impactful engagement. See also: Differentiation

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