A brands position is what makes it unique compared to the competition. Everything about a brand puts it in a position, and this position establishes a connection with the customers. Having customers be able to identify and connect emotionally to the brand, is the corner stone of ones position.
Attributes that make you, you. They show your brands personality and functionality, through the use of imagery, actions, and language. All of this allows the world to identify your brand.
Looking at the competition can give valuable insight on ones own position in the market. Doing a thorough evaluation on the competition can show what a brands own strengths and weaknesses are. Being able to identify those weaknesses and turn them into a competitive advantage, is imperative to constantly becoming better for the customer and at the end of the day better for the brand.