# Brand positioning: what it is and how it works · Zorraquino
> Brand positioning defines the place a brand seeks to occupy for an audience compared with the available alternatives.
URL: https://www.zorraquino.com/en/dictionary/branding/strategic-positioning.html

# Brand positioning

Brand positioning defines the place a brand seeks to occupy for an audience compared with the available alternatives

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It relates needs, category, difference and reasons to believe in the proposition. It is a strategic choice that should be reflected in product, experience and communication. Its internal wording needs to be checked against the market's actual perception.

Also known as

Strategic positioning

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Brand](https://www.zorraquino.com/en/dictionary/branding/brand.html)
- [Brand experience](https://www.zorraquino.com/en/dictionary/branding/brand-experience.html)
- [Brand strategy](https://www.zorraquino.com/en/dictionary/brand-strategy)
- [Brand audit](https://www.zorraquino.com/en/dictionary/brand-audit)