A crystal-clear positioning is needed in order to create the most relevance in the eyes of the right target group at the right moment. It means you need to make choices regarding what your brand means to consumers. Positioning research is used to determine what makes your brand unique and distinctive. The research does not just describe the current state of affairs, but also reveals future possibilities.
Positioning research will help you to pick your distinctive assets, recognisable elements of your brands image that are different from your competitors.