This document discusses brand differentiation and positioning. It outlines a 7-step brand positioning process: 1) identify competitors, 2) determine attributes, 3) collect customer perceptions, 4) analyze positions, 5) determine preferred attributes, 6) consider segment fit, 7) create a positioning statement. Positioning seeks to create physical and perceptual differences to appeal to customers. Both physical and perceptual attributes should be considered. The goal is to establish a unique position to build brand equity.