Brand positioning represents the actual foundation of brand strategy. According to Philip Kotler, known as the “Father of Modern Marketing,” brand positioning is “the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.” Brand positioning is often defined as the promise a brand makes to its key stakeholders that informs every aspect of brand development, including:

A brand exists in its most elementary form, to provide a solution to a problem that exists in the marketplace. In agreeing to provide the solution, it is promising to make good on that agreement—offering a solution is a commitment to deliver a brand promise.