A marketing strategy that aims to make a brand occupy a distinct position, relative to competing
brands, in the mind of the customer. Companies apply this strategy either by emphasizing the
distinguishing features of their brand (what it is, what it does and how, etc.)
create a suitable image (inexpensive or premium, utilitarian or luxurious, entry-level or high-end,
etc.) through advertising. Once a brand in positioned, it is very difficult to reposition it without
destroying its credibility. Also called product positioning.