> For the complete documentation index, see [llms.txt](https://wiki.anatomyofmarketing.org/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://wiki.anatomyofmarketing.org/the-aom-model/layer-two-fundamentals/brand-strategy/positioning.md).

# Positioning

The decisions that define how a brand is perceived relative to its competitors, covering the statement that articulates its position and the tools that test and express it.