This document discusses brand positioning strategies. It defines positioning as how consumers categorize and remember a brand relative to competitors. Crafting an effective positioning statement involves targeting a specific audience and communicating a unique value proposition. A strong positioning is distinctive, defensible, and durable over time. Performing consumer, competitive, and company analyses can help identify resonant value claims. Repositioning may be needed due to market changes or unanticipated events. Successful positioning seamlessly enhances consumers' lives rather than just promoting the brand.