“Which brand positions are available in the customer’s mind?”
“Positioning is the Battle for the Mind.”
Brand Positioning refers to finding a relevant – and available – position in the customer’s mind. A position isn’t property of a brand, but lingers in the brain of the consumer.
Prosperous brand positions fit tightly with the product’s benefits and consumer’s motivation, and haven’t been taken yet. ’Me too’-brands seldom capture a strong position (Carson, Jewell & Joiner, 2007).
The Positioning Identifier aims to localize vacant yet fruitful brand territory.