Brand positioning is crucial for optimal communication. More than 90% of the respondents to our study want to reach an optimal targeting of their target groups with a credible brand positioning and clarify a demarcation from the competition. Not only the communication measures externally, but also the motivation of the employees are in the foreground. Central success factors are, in addition to the elements of differentiation, the brand values and the competence statement or the claim.
The study results further show that brand positioning has become an important part of marketing not only for private companies, but also for foundations / associations and public companies. More than half of the participating companies use brand positioning as an active strategic instrument and can be accompanied by proven brand models and brand specialists.