Browse Definitions:
Definition

positioning statement

Contributor(s): Ivy Wigmore

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.

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).

One famous example of a positioning statement is Avis’ “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 June 2013

Continue Reading About positioning statement

Start the conversation

Send me notifications when other members comment.

By submitting you agree to receive email from TechTarget and its partners. If you reside outside of the United States, you consent to having your personal data transferred to and processed in the United States. Privacy

Please create a username to comment.

-ADS BY GOOGLE

File Extensions and File Formats

Powered by:

SearchCompliance

SearchSecurity

  • computer worm

    A computer worm is a type of malicious software program whose primary function is to infect other computers while remaining ...

  • black hat

    Black hat refers to a hacker who breaks into a computer system or network with malicious intent.

  • copyright

    Copyright is a legal term describing ownership of control of the rights to the use and distribution of certain works of creative ...

SearchHealthIT

  • population health management (PHM)

    Population health management (PHM) is a discipline within the healthcare industry that studies and facilitates care delivery ...

  • ICD-10-PCS

    The International Classification of Diseases, 10th Revision, Procedure Coding System (ICD-10-PCS) is a U.S. cataloging system for...

  • U.S. National Library of Medicine (NLM)

    The U.S. National Library of Medicine (NLM) is the largest biomedical library in the world.

SearchDisasterRecovery

  • business continuity plan (BCP)

    A business continuity plan (BCP) is a document that consists of the critical information an organization needs to continue ...

  • call tree

    A call tree -- sometimes referred to as a phone tree -- is a telecommunications chain for notifying specific individuals of an ...

  • mass notification system (MNS)

    A mass notification system is a platform that sends one-way messages to inform employees and the public of an emergency.

SearchStorage

  • hybrid hard drive (HHD)

    A hybrid hard drive (HHD), sometimes known as a solid-state hybrid drive (SSHD), is a mass storage device that combines a ...

  • USB flash drive

    A USB flash drive -- also known as a stick, thumb or pen drive -- is a plug-and-play portable storage device that uses flash ...

  • open source storage

    Open source storage is data storage software developed in a public, collaborative manner that permits the free use, distribution ...

SearchSolidStateStorage

  • RRAM or ReRAM (resistive RAM)

    RRAM or ReRAM (resistive random access memory) is a form of nonvolatile storage that operates by changing the resistance of a ...

  • JEDEC

    JEDEC is a global industry group that develops open standards for microelectronics.

  • M.2 SSD

    An M.2 SSD is a solid-state drive (SSD) that conforms to a computer industry specification written for internally mounted storage...

SearchCloudStorage

  • RESTful API

    A RESTful application program interface breaks down a transaction to create a series of small modules, each of which addresses an...

  • cloud storage infrastructure

    Cloud storage infrastructure is the hardware and software framework that supports the computing requirements of a private or ...

  • Zadara VPSA and ZIOS

    Zadara Storage provides block, file or object storage with varying levels of compute and capacity through its ZIOS and VPSA ...

Close