Brand positioning is a critical element in developing effective advertising strategies. Two approaches to positioning are commonly used. One is competition based. Here, the task is to identify the category in which a brand holds membership, and to find ways to distinguish the brand from its competitors on dimensions that are important to consumers. The other approach involves goal-based positioning. Here, the idea is to depict the brand or category in a manner that makes transparent how it is likely to satisfy a consumer goal. Strategies for integrating competition and goal-based positioning are discussed and challenges to effective positioning enumerated.