Brand positioning refers to why the “target consumer” buys the brand over others. It is a very popular method in the field of marketing. This ensures that all brand activities have a common goal; is guided, directed and delivered by the brand's purchasing benefits; and focuses on all customer touch points. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an original essay In order to create a distinctive place in the market, a niche market must be carefully chosen and a unique advantage must be created in their mind. Brand positioning is a means by which an organization can present to its customers what it wants to achieve for them and what it wants to mean to them. Brand positioning shapes customer views and opinions. Brand positioning can be defined as an act of creating a brand offering in such a way that it occupies a distinctive place and value in the mind of the target customer. Brand positioning involves identifying and determining points of similarity and differences to determine the right brand identity and create an appropriate brand image. Brand positioning is key to marketing strategy. A strong brand positioning guides the marketing strategy by explaining the details of the brand, the uniqueness of the brand and its similarity to competing brands, and the reasons to purchase and use that specific brand. Positioning is the basis for developing and increasing the required customer knowledge and perceptions. This is the one feature that sets your service apart from your competitors. Positioning is a marketing concept that was first introduced by Jack Trout and later popularized by Al Ries and Jack Trout in their best-selling book "Positioning - The Battle for Your Mind." This differs slightly from the context in which the term was first published in 1969 by Jack Trout in the article "Positioning". In this area, positioning is a game that people play in today's "me too" market. In the publication Industrial Marketing, in which it is shown that the typical consumer is inundated with unwanted advertising and has a tendency natural to reject all information that does not immediately find a comfortable (and empty) place in the consumer's mind. This was later expanded on in their first book, "Positioning: The Battle for Your Mind",. in which they define positioning as "an organized system for finding a window into the consumer's mind." It is based on the concept that communication can only take place at the right time and in the right circumstances. "Five Brand Positioning FactorsBrand AttributesWhat the brand offers to consumers through features and benefits.Consumer ExpectationsWhat consumers expect to receive from the brand.Competitor AttributesWhat other brands in the market offer to consumers consumers through features and benefits.PriceAn easily quantifiable factor – Your prices compared to your competitors' prices.Keep in mind: this is just a sample.Get a custom document from our expert writers now .Get Custom Essay Consumer Perceptions The perceived quality and value of your brand in the mind of the consumer.