What is symbolic positioning?

A symbolic positioning is a fundamental concept for brand positioning. A symbolic positioning connects the brand with a specific group, role, or (higher) self-image that appeals to the target audience.

This basic concept revolves around status and identity. By becoming a customer of a symbolically positioned brand, the customer claims the same traits or status.

This is evident with luxury brands like Hermès or Louis Vuitton: the customer buys status, prestige, or position within a group. But many well-known brands in B2B are also symbolically positioned. Think, for example, of McKinsey or IBM; it’s all about status and prestige. For years, it was even said about IBM: nobody got fired for hiring IBM.

A brand with successful symbolic positioning across the entire market is associated with a certain group, position, or status and thus occupies a unique market position. Additionally, the positioning is abstract, which makes it easier for a brand to adjust and respond to changing market conditions. As long as the same symbolic positioning remains central.

Read more about symbolic positioning and other types of positioning that you can use as a foundational concept for your positioning.