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Brand Positioning

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Brand positioning describes where a business sits in the market: whether it’s economy, mid-range or high-end.

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Each level influences design style in different ways.

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Economy brands focus on simplicity and clarity, often using bold colours and straightforward layouts to suggest good value.

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Mid-range brands balance style and accessibility, using friendly but refined visuals.

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And High-end brands use elegant minimalism and subtle colours to convey exclusivity and sophistication.

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Design choices must clearly match the intended market position; a luxury brand with a cheap-looking logo, for instance, sends the wrong message.