Brand positioning is the decision about who the brand is for, which category it belongs to, and how it differs from others within it. It is not a slogan but an internal decision from which communication, pricing and customer selection are derived. Usable positioning contains three things: who it is for, what it is compared against, and what evidence supports the claim. Evidence is precisely where the weak point tends to be, claims about quality and an individual approach are used by everyone and say nothing. The test is simple: if a competitor could say the same sentence about itself, the positioning does not work. The decision is always tied to a choice, that is, a willingness not to be suitable for part of the market, which tends to be the hardest thing for companies to accept.
See also: Differentiation, Perceptual map, Value proposition.
