positioning
puh-ZISH-uh-ning
/pəˈzɪʃ.ən.ɪŋ/
The strategic process of establishing an image or identity for a brand or product so that consumers perceive it in a certain way relative to competitors.
Positioning happens in the mind of the consumer, not just on the shelf.
The story behind the word. From the Latin 'ponere', meaning to place or set. In marketing, the term was popularized in the 1970s to describe how a brand 'places' itself in a crowded market.
Word relationships
- branding: Branding is the overall identity; positioning is where that identity sits compared to others.
Commonly confused with
- differentiation: Differentiation is the 'what' (the features); positioning is the 'where' (the mental slot).
Word family
- position (verb/noun): To put in a particular place.
Collocations
- market positioning
- brand positioning
- strategic positioning
Example sentences
- "Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect." Marketing theory.
- "Volvo's positioning has always been centered around the concept of safety." Brand strategy.
Memory hook
Think of a 'position' on a map; where do you stand compared to the competition? Owning a space in the mind.
When not to use
Not just physical placement; it's about psychological 'space'.
Fun facts
- The concept of positioning revolutionized advertising by moving focus from product features to consumer perception.
Related words
Explore more words
ideation, strategic, alignment, cognitive, conceptualize, proprioception
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