As defined by Philip Kotler, brand positioning is ‘the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market. Simplified brand positioning means expressing what sets your brand apart from its other competitors, while where and how it makes an impression on customers’ minds. Brand positioning involves humanizing the brand and creating associations with it that customers can relate to and hence perceive it a certain way. Brand positioning is directly linked to consumer loyalty, consumer-based brand equity, and the willingness to purchase the brand.
