18%
Odsetek Europejczyków posiadających prywatny produkt emerytalny (według EIOPA)
BCG2025Europe
The way a brand should be perceived in the customer's mind relative to competitors.
Why it matters
Builds a reason to choose beyond price.
What's missing without it
Without it, the brand becomes just one of many, and the only argument left is a discount.
When it is used
When entering a market, refreshing a brand, or competing against rivals.
How we use it
Write it in one sentence: for whom, what we are, and why it's true.
Fun fact
The term was popularized by Al Ries and Jack Trout in the 1970s. Their thesis: positioning doesn't happen in the product, but in the customer's mind — and there's exactly one spot for the top position there.
Numbers worth knowing
Market research in data
3
Prognoza stosunku pracujących do emerytów w Europie do 2045
BCG2045Europe
31%
Odsetek konsumentów korzystających z AI na pewnym etapie ścieżki zakupowej, około 3-krotnie więcej niż 18 miesięcy temu.
Boston Consulting Group (BCG)2026global
Figures from the same field — collected in our market data base.