Also known as brand positioning strategy or brand strategy. This refers to the spot or the unique place which a brand occupies in the audience’s minds. It is the attempt of brands to have the audience link certain benefits or unique properties to them.
The purpose of a brand is the essence of its creation. It covers the importance, and what a brand has to offer the public. David Packard describes purpose as something that cannot be fully realized but should not stop simulating change. The purpose statement of a brand should address the question ‘what gap would be left if your company ceased to exist’.