Part of the Business terms glossary:

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
Contributor(s): Ivy Wigmore
Posted by: Margaret Rouse

Related Terms

Definitions

  • employee productivity

    - Employee productivity is an assessment of the efficiency of a worker or group of workers. Productivity may be evaluated in terms of the output of an employee in a specific period of time. This defi... (WhatIs.com)

  • SMAC (social, mobile, analytics and cloud)

    - SMAC (social, mobile, analytics and cloud) is the concept that four technologies are currently driving innovation in business. (SearchCIO.com)

  • LinkedIn

    - LinkedIn is a social networking site designed specifically for the business community. The goal of the site is to allow registered members to establish and document networks of people they know and... (WhatIs.com)

Glossaries

  • Business terms

    - Terms related to business, including definitions about project management and words and phrases about human resources, finance and vertical industries.

  • Internet applications

    - This WhatIs.com glossary contains terms related to Internet applications, including definitions about Software as a Service (SaaS) delivery models and words and phrases about web sites, e-commerce ...

Ask a Question. Find an Answer.Powered by ITKnowledgeExchange.com

Ask An IT Question

Get answers from your peers on your most technical challenges

Ask Question

Tech TalkComment

Share
Comments

    Results

    Contribute to the conversation

    All fields are required. Comments will appear at the bottom of the article.