Brand positioning determines how much space a company occupies in the minds of its clientele – and how it differentiates itself from its competitors. What makes it unique and where its strengths lie. Here we are dealing with various questions concerning the purpose of existence, the goals for a company itself and for its target group, as well as the differentiation from the competition. How does a brand become special? When it comes to branding, clear positioning – both internally and externally – is essential.