Brand Positioning

At Morningstar, we define brand positioning as the unique and relevant value we occupy in the minds of our audiences. This value can have both tangible and intangible elements. A tangible element might be the breadth of data coverage we provide, which helps investment teams save time, reduce costs and make more informed decisions. An example of an intangible benefit could be the independence of our research, which helps our readers view the investment landscape without distortion.  

We view positioning as a strategic tool reserved for brands—whether our master brand or family brands—because it establishes their unique identity and role in the market. In contrast, value propositions are primarily for products, focusing on the direct benefits they deliver to their users. This distinction ensures clarity and alignment across our branding efforts. 

If you’d like guidance on how to deploy our master brand or family brand positionings, or craft compelling value propositions, please email the Brand team for support.