Simply put, brand positioning is how a product appears relative to other products on the market. It ensures that all brand activity has a focused and consistent focus. The positioning ensures that: a brand is unique and distinctive in the market; it is sustainable and can be delivered consistently in all markets; helps an organization achieve its financial goals.

Your individual brand perception cannot be controlled, but can be influenced. In fact, brand positioning is something that will happen on its own. Your market will determine your feelings towards your brand and that of your competitors. But it can positively influence market perceptions through strategic actions. The brand positioning has 3 main components:

Positioning: the process of creating a brand image or identity that appeals to the target market of a product or organization
Repositioning: working to change the identity of a product relative to the identity of competing products in the market
Displacement: attempt to influence the change in the identity of competing products in relation to the identity of your product,
To create a distinctive brand, it is crucial that you precisely define the market where your brand will compete. You must understand the attributes of the product that exist within the competitive space. It is essential to identify the differences and similarities between your brand and others to create the correct identity and image. A strong brand communicates its unique attributes, details, and reasons to buy your product over another.

When determining your brand's unique value proposition, you can choose one or more differentiating factors to distinguish your product from others on the market. The main types of positioning include:

Objective: to focus brand marketing on a specific market segment such as; demographic, geographic, ethnic or economic. To create success in target positioning, the target market must view the brand as superior to another to meet its needs.
Benefit: if a product or brand offers a noticeable benefit over other competitors. The impact of profit positioning will depend on the number of people who can reasonably appreciate this difference, as well as the seller's ability to communicate the benefit.
Price: Raise awareness by placing a product at the top or bottom of the competitive price scale. Brand image and profit margins can be greatly affected by this type of positioning strategy.
Distribution: using a sales channel that is not used by competing brands or products. Having the first such product sold in a particular market segment can make people see it as unique or worthy of special consideration.

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What is brand positioning?