Brand positioning has been defined as "the act of designing the company's offering and image to occupy a distinctive place in the mind of the target market".  In other words, brand positioning describes how a brand is different from its competitors and where, or how, it sits in customers' minds. 

 In order to make a cohesive marketing strategy, companies prepare brand positioning statements that convey a concise description of their target market as well as a compelling picture of how they want their target market to perceive their brand. Brand positioning statements are used to make marketing messages that fully align with a brand's marketing goals. 

Choose one of the following brands: GoPro, Wayfair, National Geographic or Starbuck, and make an ORIGINAL brand positioning statement that is applicable to the brand. 

 Remember that good positioning statements are simple, memorable, and tailored to the target market. Your positioning statement should be between seventy fife to one hundred twenty five words. Make sure your positioning statement:

1. Provides an unmistakable and easily understood picture of the brand that differentiates it from their competitors.
2. Is credible and is representative of the brand's social media content.
3. Can be the sole occupier of this particular position in the market.
4. Helps you evaluate whether or not marketing decisions are consistent with and supportive of the brand.
5. Leaves room for growth.