Brand positioning is the sum of everything that differentiates brands from others. It is the point of difference. Brand positioning is not what you do to the product, it is what you do the minds of the consumers. A well positioned brand is that which is considered as best in some way by the consumer. Positioning may not be permanent. Many times a brand needs to be repositioned. Brand positioning is the reality check for a brand by telling the managers how it is perceived by the consumers. For example positioning for LUX is “When I look and feel beautiful and special, it seems that my relationship with the world gets easier. The world and its possibilities open up to me.” Axe has a positioning based on seduction “When I use AXE I feel and appear more attractive both to myself and those around me.”
A company’s strategy is to make profits but a brand has a different vision and a purpose. Different products of a brand have a common purpose and a vision. Brand Vision is the first step in the brand management process. A major part of the brand management is to achieve the brand vision. Brand vision takes the brand to where it is today and where it should be seen in the future. Brand vision clarifies what the brand stands for, what it will do and how will it be done. Sometimes a change in vision can also lead to brand’s growth. Brand vision can be achieved by increasing loyalty and increasing penetration. Coke’s vision 2020 is to reach the target of $200 billion sales in 2020 for which they would be investing $25 billion over the next five years.