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Brand strategy and positioning is the process you go through to position your brand in the mind of your consumer. Other names for this process are positioning strategy, brand strategy and brand positioning statement. Your strategy should help you position your company so that you can own a particular nitch. You need to use your brand to create a unique position or story that will leave an impression in the mind of your customer. A good strategy sets you apart from any of your competitors and appeals to the emotions of your market segment. To do this you must understand the segment, what they want and the emotions that influence them.