The term positioning, as it relates to marketing, is most commonly defined as the way in which a company differentiates its brand (corporate, product, or service) from that of its competitors. Positioning is all about perception. It is the battle for mental real estate—its objective is to occupy a clear, unique, and advantageous “position” in the mind of a business’ target consumer. Positioning as a marketing concept first was popularized by the book Positioning: The Battle for Your Mind, written by Al Ries and Jack Trout. In this bestselling book positioning is defined as “an organized system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances.”
In some markets, a position is achieved by associating the benefits of a brand with the needs or life style of the segments. More often, positioning involves the differentiation of the company's offering from the competition by making or implying a comparison in terms of specific attributes (i.e. “the best driving car,” “the most economical car,” or “the safest car”). It is also used to help determine which market niche to fill.
Positioning will occur whether or not a company’s management is proactive, reactive or passive about the on-going process of evolving a position. However, through enlightened strategic actions like developing a positioning strategy, a company can positively influence a consumer’s perception.
For more information about how position can impact your current operation or to become a client contact Duzio Ink.