The brand positioning strategy has three elements: target audience, benefit, and compelling reason why. Where do these elements come from within the strategic marketing system?

The target audience and the benefit are determined during the phase in which you conduct your primary and secondary research.

All three elements should be known before you start creating your strategic marketing system.

All three elements are discovered during the competitive analysis and segmentation stage.

The benefit is the result of your three$-$circle analysis, and the compelling reason why is the simple description of how that benefit gets to the customer.