Brand Positioning is generally defined as the position that a brand occupies in people’s minds, in respect to some factors, compared to competitors. It’s a set of impressions, perceptions, conceptions, etc. that fix in people’s minds with respect to certain brand features, relating to its communicative aspects (such as Brand Image and Tone Of Voice), or a specific product category (i.e. home furniture, clothing, sport equipment, etc).
In any case, Brand Positioning is a brand analysis technique which returns those key-factors and trends according to which the brand is recognized, evaluated, and judged by people. It helps us to know which position the brand occupies compared to competitors, and which levers to work more to achieve a new and better market-share.

Brand positioning is the image of the brand in people’s minds and what drives interests as well as their choices for purchasing products and services. Consistent and steady communication are keys to good positioning.