"Brand loyalty is very much like an onion. It has layers and a core. The core is the user who will stick with you until the very end." — Edward Artzt, former CEO, Procter & Gamble
Brand Positioning Statement

A Brand Positioning Statement is a four-part description of a brand's essence relative to targeting, competitive set, value proposition and unique selling proposition.  

The targeting section describes the special group of people that would most likely choose and remain loyal to the brand. The competitive set section describes the segment of the marketplace where the brand competes. The value proposition describes what it is that the target will most appreciate about the brand. The unique selling proposition describes what is most meaningful and memorable about the brand proposition (including tangible evidence of its ability to satisfy).

Brand Positioning Statement

Brand Positioning Statements are primarily used an an internal document to describe the brand's reason for being and, by doing so, keep the brand on track moving forward.  The Brand Positioning Statement is reflected in all external sales and marketing activities, but is rarely would it presented verbatim to external audiences.