# Positioning: consistent statements about a brand

German title: Positionierung: konsistente Aussagen über eine Marke

> A clear positioning names the category, one difference and verifiable proof, and it reads the same on all own channels. That is good communication. That language models therefore reproduce a brand as the “industry standard” is not verified.

## Facts

- **Formula:** Category + difference + proof
- **Effect on language models:** not verified

## Formula (recommendation)

- Category: What is the offer in one sentence?
- Difference: One feature that can be checked.
- Proof: Data, case studies, awards with a source.
- Consistency: Website, profiles and press material use the same details and the same date.

## Limit

Statements such as “the industry standard” are judgments. Without evidence they do not belong on a page that claims to be factual.

## Not verified

This report describes a working model of the author. There is no primary source from Google, OpenAI, Perplexity or Anthropic for the individual steps; read them as recommendations, not as verified effects.

## Sources

There is no primary source for this report. It describes an editorial working model; all statements are recommendations.

Checked on: 24 October 2026.

## Questions

### Is a claim on the homepage enough?

Not for readers without evidence. There is no evidence on the effect on language models.

### How often should it be updated?

Immediately on product changes. The review rhythm is an internal decision.

### How do I measure success?

See the reports on share of model and AEO tracking; both describe samples, not a verified effect.

## Related

- [AEO tracking: metrics, tools and limits](https://munichmedia.com/reports/aeo-tracking-kpis.md)
- [Entities and information gain: concept](https://munichmedia.com/reports/aeo-entity-information-gain.md)
- [Brand retrieval & RAG: what can be influenced](https://munichmedia.com/reports/aeo-brand-retrieval-rag.md)
- [Third-party platforms and sentiment: what is verified](https://munichmedia.com/reports/aeo-sentiment-drittplattformen.md)

Canonical HTML: https://munichmedia.com/reports/aeo-positioning-llm