Reimagining Brand Positioning in the Age of Artificial Intelligence: A Conceptual Framework for Cognitive Anchoring in Consumer Minds

Purpose – This study aims to explore how artificial intelligence (AI) technologies are reshaping the strategic process of brand positioning by influencing the way consumers mentally perceive, store, and recall brand information. It introduces a novel conceptual framework for understanding the role of AI in cognitive anchoring and positioning strength in the consumer psyche. Design/methodology/approach – This is a conceptual research paper that integrates insights from brand management, cognitive psychology, and AI-driven marketing technologies. The study synthesizes recent literature and proposes a multidimensional model that captures the dynamic interaction between AI personalization mechanisms and consumer perception processes. Findings – The research proposes that AI acts as an active positioning agent by personalizing sensory and emotional brand cues based on real-time data. Through micro-targeted and adaptive communication strategies, AI deepens mental imprinting of brand attributes, thereby enhancing consumer memory, emotional attachment, and positioning distinctiveness. Originality/value – While AI’s role in personalization is well documented, its theoretical connection to long-term brand positioning remains underexplored. This paper addresses that gap by developing an original model that aligns traditional branding theory with AI-powered consumer insight technologies. The framework provides a valuable foundation for future empirical testing and strategic application.