Brand positioning
Category design
Choosing, and sometimes creating, the market frame a brand competes in before competing in it.
The frame decides who you get compared against and what counts as expensive. A brand that accepts its default category inherits that category's price ceiling and its clichés together. A brand that names its own frame gets judged by rules it wrote.
How Branding Tatva uses it
The independent brand studies make reframing visible without presenting analysis as client work.
Questions this term clarifies
- What does positioning actually decide?
- How is positioning different from messaging?
- When should a brand reposition?
Related terms