Very simply what a consumer thinks about the brand. The kind of feeling they have towards the brand and why they would pick one brand over the other, is brand positioning. It’s how the brand feels in the consumers mind.
Naturally then to be a well established brand it is important to position your brand and come up with a brand strategy.

A few steps for brand strategy are:
1.Doing a little market research, finding out how similar brands position themselves.
2.Getting to know your competitors positioning statements.
3.Understanding your offering as a brand to your consumers. What you can deliver.
4.Getting to know your consumers needs.
5.Crafting a good brand positioning statement.(A statement communicating your brand’s value to prospective customers.)