What is brand positioning?

Brand positioning refers to the process of establishing a unique image and identity for a brand in the minds of consumers relative to competing brands. It focuses on how a brand is perceived in relation to others, emphasizing the aspects that make it distinct and appealing to its target audience. This involves identifying the brand's target market, defining its unique selling proposition (USP), and communicating these elements effectively through marketing strategies.

By successfully positioning a brand, marketers aim to create a clear and favorable perception that resonates with potential customers, influencing their purchasing decisions and fostering brand loyalty. The understanding of customer needs and preferences is critical during this process, as it helps shape how the brand is presented and the messages delivered.

The other options, while related to marketing practices, do not capture the essence of brand positioning. Increasing product visibility focuses on awareness rather than perception, advertising strategies may include brand positioning as a component but do not define it, and pricing techniques pertain to financial aspects rather than the strategic mental space occupied by the brand in consumer minds.