The ways to position the brand are:

Use situations: the marketer can identify use situations for his brand or the product and analyze customer perception of existing competitor brands in the different use situations. Based on this analysis the firm can position its brand.

Emphasizing tangible benefits: the brand may even be positioned on the basis of the tangible benefits that it offers to customers. There are in the form of the specific features and sometimes through its price and distribution.

Linking to uses: another approach to position the brand is to identify the possible uses, which the firm brand can be put to. In a way it may appear to be the same as use situations. But it is different here as we are talking about all the possible uses of a product or the brand.

Head on competitive positioning: this is the strategy of placing a firm brand next to the leader in the market and trying to uproot it on a specific tangible variable.

Life style positioning: a firm may even position the brand as a life style component or futuristic. Many of today's new kitchen appliances like the microwave oven, ready - made garments, and textiles and watches are positioned accordingly.

Benefits offers: another way to position the brand is to highlight benefits that customers get in the using the product. Emotional relationship is one of the strong reasons to buy a brand. As in the case of Garden Virile, this offers the women the benefit of looking pretty and fascinating to the opposite sex.