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Brand positioning is defined as the place in the consumers mind that you want to own with your product. It's what allows customers to differentiate products from one another in the marketplace. It is also the benefits you want them to think of in relation to your product. A way companies can do this is by uing an effective brand positioning statement. Maximizing the value, distinctiveness, and relevancy of a product. A good example of this would be Apple. Apple has always had effective marketing and an extremely recognizable brand - simple, sleek, and cool. Their commercials hardly ever show prices because Apple knows that people will pay whatever price. They have an annual event where they unveil their products, prices, benefits, etc and its a worldwide event. They were first to market with the smartphone and now they have the "apple ecosystem", Apple products that work seamlessly together and have a uniform design to them (not to mention one of the most recognizable logos in the world).

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