The purpose of this document is to provide students of the Business Administration program with a reference material on one of the most important topics in the marketing area, which plays a fundamental role in giving visibility to brands in the market, such as the process of brand positioning. The topic will be developed making a tour in the main variables that are addressed within the process of brand positioning, such as its concept, its importance for companies, the steps to carry out a positioning, as well as the different strategies to develop brand positioning.