Browse Definitions :
Definition

positioning

Positioning, in a marketing context, is the process of identifying an appropriate market niche for a product, service or brand and getting it established it in that area. The endeavor is further broken down into those three categories. Product positioning, for example, seeks to find a unique niche within the market for a particular product, in which, ideally, it addresses a consumer need that no other product satisfies. Brand positioning and service positioning work similarly.

Positioning a product involves creating a positioning concept, which is an expression of the benefits a customer will receive from the product. The next stage is coming to an understanding of differentiation, which is what sets the product apart from its competitors. Those elements of positioning are formalized in a positioning statement, which articulates how the product could serve the customer in some way that the competition can not or does not.

Variations on positioning include repositioning, which is the process of making changes to a product, brand or service’s perceived identity in the marketplace. Depositioning, another variation, is the practice of attempting to erode a competitor’s brand (or product or service) identity in contrast to your own.

This was last updated in June 2013

Continue Reading About positioning

SearchNetworking
SearchSecurity
  • man in the browser (MitB)

    Man in the browser (MitB) is a security attack where the perpetrator installs a Trojan horse on the victim's computer that is ...

  • Patch Tuesday

    Patch Tuesday is the unofficial name of Microsoft's monthly scheduled release of security fixes for the Windows operating system ...

  • parameter tampering

    Parameter tampering is a type of web-based cyber attack in which certain parameters in a URL are changed without a user's ...

SearchCIO
  • chief procurement officer (CPO)

    The chief procurement officer, or CPO, leads an organization's procurement department and oversees the acquisitions of goods and ...

  • Lean Six Sigma

    Lean Six Sigma is a data-driven approach to improving efficiency, customer satisfaction and profits.

  • change management

    Change management is a systematic approach to dealing with the transition or transformation of an organization's goals, processes...

SearchHRSoftware
SearchCustomerExperience
  • clickstream data (clickstream analytics)

    Clickstream data and clickstream analytics are the processes involved in collecting, analyzing and reporting aggregate data about...

  • neuromarketing

    Neuromarketing is the study of how people's brains respond to advertising and other brand-related messages by scientifically ...

  • contextual marketing

    Contextual marketing is an online marketing strategy model in which people are served with targeted advertising based on their ...

Close