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Home→The Westburn Dictionary of Marketing→B→brand positioning

brand positioning

Definition:
The policy used to ensure that the BRAND has a distinctive position in the market place, identifiable by the consuming public. As the business scene becomes increasingly competitive, the need for brand positioning to ensure the brand a distinct niche in the market becomes more important. Quality, performance, price, styling, value and so on, may be used to position a product in a segment of the market place to maximize profit opportunities and minimize competitive confrontation.

Cross-References:
[brand]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [James R. Bureau], [1998].