What is 'brand positioning'?

Brand positioning refers to how a brand defines itself relative to its competitors and how it is perceived in the minds of consumers. It encompasses the unique attributes, benefits, and values that a brand communicates to differentiate itself from others in the marketplace. Effective brand positioning helps consumers understand why they should choose one brand over another, highlighting the specific needs the brand meets or the problems it solves. This strategic approach ensures that the brand occupies a distinct place in the consumer's perception, making it memorable and appealing.

The other choices do not accurately represent the concept of brand positioning. Creating a logo and product packaging pertains to brand identity, which is an important aspect but is not the complete picture of how a brand is positioned in the market. Marketing tactics aimed at reaching new customer segments focus on operational strategies rather than the perception aspect central to brand positioning. Strategies for reducing operational costs are unrelated to marketing or brand identity, concentrating instead on internal business efficiency rather than how a brand is viewed by its audience.