Brand positioning
Refers to the unique position a brand occupies in the minds of consumers. Whether it targets a specific group, offers a distinct benefit, leads in quality, or primarily competes based on price, positioning determines the brand’s stance in the relevant market. For instance, when entering the US market, Australia’s Yellow Tail Wines positioned themselves as easy-to-choose and fun, setting themselves apart from the majority of brands that used complex enology jargon. This strategy enabled them to resonate with a broader audience and achieve significant success.
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Motiva is an independent branding agency specialising in hospitality, tourism, and upmarket brands, operating in Vienna, Belgrade, and Porto Heli. Using insights from behavioural economics, we tap into core human motives to spark connection and influence choice—creating distinctive hotel brands, destination strategies, and luxury brand experiences that drive sustainable growth. Our work has been recognised internationally with multiple iF Design Awards, the Good Design Award from the Chicago Athenaeum, and the Tourist Austria & International Advertising Grand Prix.
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