Nowadays, when the saturation of competition and offers is significant barrier to brands entering the market and maintaining their position, accurate and smart brand positioning is essential. Brand positioning as a complex greatly affects the successful operation of the company and that is important stage in the asset management strategy of the trademark. Within the framework of the work, research is carried out into the existing models of brand positioning and branding in order to determine the components of positioning and branding, which provide a comprehensive overview of the approaches used. The studied models contain unique attributes that allow to determine the origin, method, and purpose of brand positioning. New brand positioning model is created within the research and developed new model includes components of the existing different brand positioning models offering a holistic approach to brand positioning. The developed model includes four dimensions of brand positioning, defining the following dimensions: parts involved, areas involved, brand positioning objectives and the result of brand positioning. In the next research stage, the author will develop measurement criteria for the brand positioning model, so that the model can be used as a brand positioning method for brand positioning audit and as a tool to determine the direction of brand development.