Main Page | See live article | Alphabetical index

Positioning (marketing)

In marketing, positioning is the technique in which marketers try to create an image or identity for a product, brand, or company. It is the 'place' a product occupies in a given market as perceived by the target market. Positioning is something that is done in the minds of the target market. A product's position is how potential buyers see the product. Positioning is expressed relative to the position of competitors.

Re-positioning involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market.

The ability to spot a positioning opportunity is a sure test of a persons' marketing ability. Successful positioning strategies are usually rooted in a product's sustainable competitive advantage. The most common basis' for constructing a product positioning strategy are:

More generally, there are three types of positioning concepts: Positioning is facilitated by a graphical technique called perceptual mapping, various survey techniques, and statistical techniques like multi dimensional scaling, factor analysis, conjoint analysis, and logit analysis.
Generally, the product positioning process involves:
The term was coined in 1981 by Al Ries and Jack Trout in their classic marketing monograph Positioning: The Battle for Your Mind

see also marketing, marketing management, target market, product management, market segment, product differentiation, marketing plan, sustainable competitive advantage

List of Marketing TopicsList of Management Topics
List of Economics TopicsList of Accounting Topics
List of Finance TopicsList of Economists