The best replacement for brand positioning is brand promise.

The best alternatives to brand positioning are rated as following:
★★★★★  brand promise
★★★★  value proposition
★★★★  brand identity
★★  product positioning
★★  brand essence
★  brand positioning

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Google Trends

Scale is based on the average worldwide traffic of brand positioning in all years. Click on graph for more.
brand positioning
brand promise
value proposition