We already know that brands are not what they say they are but what others say they are. Therefore, creating a global brand strategy through the definition of values, positioning, personality and territories becomes the key to a correct perception by our audience.

Each person interprets or has an idea in their head about what a certain value or personality trait is, which is why clearly defining a territory along with a correct communication strategy is essential for our audiences to identify us with what they are. that we really want.

What is a brand territory?

Brand territory is the tangible and intangible space occupied by a brand, defined by its very nature (company/business) and by its rational and emotional aspirations to its stakeholders.

Relationship between positioning and brand territory

Both terms come together to define the benefits, values and differentiators of a brand. Both rational and emotional

Positioning specifies the place that the brand wants to occupy in the consumer’s mind and the territory expands it by creating the context in which it develops.

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How to define brand territory

– Know and understand the current brand platform (benefits, values, positioning, personality and tone of voice).

– Define the strategic objectives to be achieved by the brand.

– Thoroughly understand the brand’s target audiences by identifying, understanding and responding to issues and concerns.

Examples of brand territories

Some examples of brands that develop a clear and defined territory in which they are able to place their brand are Red Bull, Rolex or GoPro.

Red Bull

Red Bull has clearly claimed the territory of adrenaline through extreme sports, either through sponsorship or directly by creating exclusive content that is clearly identified with it.

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GoPro, like Red Bull, has taken over the adrenaline territory through extreme sports, making its own clients the biggest generators of the brand’s content.

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Rolex is positioned in the luxury watch sector, but has managed to differentiate itself from its competitors through its territory, sports luxury, with the development of content and sponsorship of elite sports such as Wimbledon or the Ryder Cup golf.

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Some important advantages of defining a brand territory

-Thanks to the territories the brand shows what it is.

-Manages to minimize the gap between what the brand is and the perception that its audience has of it, thus achieving brand engagement.

-Creates a strategic basis, supported by positioning, for both internal and external communication of the brand, the choice of brand sponsorships or the creation of alliances (co-branding) with other brands to achieve objectives that are not individually accessible.


The objective of branding is to control and manage the brand, so without control or a defined strategy the brand can position itself in a territory in which it does not want to be, leaving the creation of the territory to chance.

Therefore, choosing a territory from a strategic point of view is essential to avoid generating a brand image that does not faithfully transmit its values and positioning.

In short, the definition of territories creates engagement with the audience and with positioning as a basis, expands the brand’s DNA through the generated content individually or cooperating with others that not only share values, but also have a common competitive space in which they can strengthen their brand image.


Jaime Dolagaray

Branward® Analyst

Photos: Shutterstock, rolex.com, heineken.com, gopro.com, redbull.com