To position or reposition a brand is not an easy task, since it always implies digging through a massive amount of information complexity: the product and advertising history, evolving consumer expectations, new media channels, and communication venues. Furthermore, the past 20 years have generated a tremendous amount of change in the world of branding. A successful brand positioning or repositioning must not only be single-minded but also fully actionable. This means it must enable and motivate each staff member to easily translate the newly defined brand meaning into concrete action steps, including marketing and communication, but also sales and product innovation. For this to happen smoothly, a pertinent brand positioning needs to fulfill three key preconditions: (1) it must be built on a product reality, (2) it must be differentiating against competition, and (3) it must have relevance and salience with its designated target audiences. This chapter discusses these preliminary steps in detail and provides relevant brand cases to illustrate it. It also provides a first introduction to the concept of brand positioning and brand identity.