positioning

  

Definition

A marketing strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer. Companies apply this strategy either by emphasizing the distinguishing features of their brand (what it is, what it does and how, etc.) or they may try to create a suitable image (inexpensive or premium, utilitarian or luxurious, entry-level or high-end, etc.) through advertising. Once a brand is positioned, it is very difficult to reposition it without destroying its credibility. Also called product positioning.

Use positioning in a sentence

  • The positioning of our firm in respect to the other market players was of an optimal location for future success.

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  • I thought their defensive positioning was really good and it allowed us to try new strategies on offense to penetrate their defense.

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  • The company knew they would never beat Apple but they felt confident that launching the new line of phone with these innovative features would effectively be positioning them at number two.

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