Browse Definitions :
Definition

positioning statement

A positioning statement is an expression of how a given product, service or brand fills a particular consumer need in a way that its competitors don’t. Positioning is the process of identifying an appropriate market niche for a product (or service or brand) and getting it established in that area. Having a strong positioning statement is an important aspect of building a marketing plan.

Building a positioning statement

In his book Crossing the Chasm, Geoffrey Moore offers the following template for a positioning statement:

For (target customer) who (statement of the need or opportunity), the (product name) is a (product category) that (statement of key benefit – that is, compelling reason to buy). Unlike (primary competitive alternative), our product (statement of primary differentiation).

In this context, a statement of differentiation – an expression of what sets a brand, product or service apart from that of competitors – is sometimes referred to as a unique selling proposition or a unique selling point (USP).

Example of a positioning statement

One famous example of a positioning statement is from Avis, a car rental company: "Avis is only number 2. We try harder.” In the early 1960s, when the ad campaign was developed, admitting to being anything less than number 1 was antithetical to most marketing efforts. However, that very fact caught consumers’ attention, raising awareness of the brand and also fostering trust. At the same time, the suggestion was that the number one car rental company at the time, Hertz, didn’t try as hard and so might deliver a lower level of service. The practice of trying to erode a competitor’s position relative to your own is sometimes known as depositioning.

 

This was last updated in December 2020

Continue Reading About positioning statement

Networking
  • network interface card (NIC)

    A network interface card (NIC) is a hardware component, typically a circuit board or chip, installed on a computer so it can ...

  • User Datagram Protocol (UDP)

    User Datagram Protocol (UDP) is a communications protocol primarily used to establish low-latency and loss-tolerating connections...

  • Telnet

    Telnet is a network protocol used to virtually access a computer and provide a two-way, collaborative and text-based ...

Security
  • advanced persistent threat (APT)

    An advanced persistent threat (APT) is a prolonged and targeted cyber attack in which an intruder gains access to a network and ...

  • Mitre ATT&CK framework

    The Mitre ATT&CK (pronounced miter attack) framework is a free, globally accessible knowledge base that describes the latest ...

  • timing attack

    A timing attack is a type of side-channel attack that exploits the amount of time a computer process runs to gain knowledge about...

CIO
HRSoftware
  • employee resource group (ERG)

    An employee resource group is a workplace club or more formally realized affinity group organized around a shared interest or ...

  • employee training and development

    Employee training and development is a set of activities and programs designed to enhance the knowledge, skills and abilities of ...

  • employee sentiment analysis

    Employee sentiment analysis is the use of natural language processing and other AI techniques to automatically analyze employee ...

Customer Experience
  • customer profiling

    Customer profiling is the detailed and systematic process of constructing a clear portrait of a company's ideal customer by ...

  • customer insight (consumer insight)

    Customer insight, also known as consumer insight, is the understanding and interpretation of customer data, behaviors and ...

  • buyer persona

    A buyer persona is a composite representation of a specific type of customer in a market segment.

Close