What’s the difference between brand positioning and brand proposition?

Brand positioning strategy: it is how the brand appears and perceived against other brands in the same market/segment.

Brand proposition: The bundle of benefits that the buyer derives out of any brand. It also includes the Unique Selling Proposition (USP) which the buyer will benefit from, and that no other brand can provide.

Based on your brand proposition, you can position your brand in the market place using a perceptual map.

What’s a perceptual map?

A perceptual map defines the market in terms of the way buyers perceive key characteristics of competing products or services. Here’s an example of a basic map using price and quality as the criteria.