Brand positioning involves creating a unique space for a brand in the consumer's mind based on its benefits and reasons for existence. It should be considered before developing marketing campaigns. Effective positioning identifies gaps in the market and figures out unmet consumer needs. There are various positioning options like benefit-based, usage-based, and tradition-based. Well-constructed positioning defines the target market and category, highlights the brand's point of difference, and is relevant and believable. Repositioning may be necessary due to increased competition, changing consumer mindsets, outdated perceptions, or diffuse positioning. It involves modifying aspects like products, benefits, users, or image while ensuring the new position is sustainable.