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.