What is meant by brand positioning?

Brand positioning refers to the strategic process of establishing a distinct image and identity for a brand in the minds of consumers relative to competitors. This approach is crucial because it influences how consumers perceive a brand and what it represents in the marketplace. By establishing a clear and unique place for a brand, businesses can effectively communicate their value proposition and differentiate themselves from competitors.

This includes articulating the brand's benefits and features that resonate with the target audience, thereby helping to create a lasting impression that drives consumer preference and loyalty. Successful brand positioning aligns the brand's strengths with the needs and desires of the target market, leading to increased awareness and perceived value.

The other choices, while they may be tactics used within broader marketing strategies, do not encompass the holistic concept of brand positioning. Creating slogans and logos contributes to brand identity but does not capture the full essence of positioning. Offering the lowest prices could be a positioning strategy but does not address the entirety of how a brand is perceived beyond cost. Increasing the number of retail locations may enhance accessibility but does not inherently define how a brand is positioned in terms of consumer perception or market differentiation.