Browse Definitions :
Definition

positioning

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

Continue Reading About positioning

SearchCompliance
  • compliance risk

    Compliance risk is an organization's potential exposure to legal penalties, financial forfeiture and material loss, resulting ...

  • information governance

    Information governance is a holistic approach to managing corporate information by implementing processes, roles, controls and ...

  • enterprise document management (EDM)

    Enterprise document management (EDM) is a strategy for overseeing an organization's paper and electronic documents so they can be...

SearchSecurity
  • computer forensics (cyber forensics)

    Computer forensics is the application of investigation and analysis techniques to gather and preserve evidence from a particular ...

  • multifactor authentication (MFA)

    Multifactor authentication (MFA) is a security technology that requires more than one method of authentication from independent ...

  • insider threat

    An insider threat is a category of risk posed by those who have access to an organization's physical or digital assets.

SearchHealthIT
SearchDisasterRecovery
  • risk mitigation

    Risk mitigation is a strategy to prepare for and lessen the effects of threats faced by a business.

  • call tree

    A call tree is a layered hierarchical communication model that is used to notify specific individuals of an event and coordinate ...

  • Disaster Recovery as a Service (DRaaS)

    Disaster recovery as a service (DRaaS) is the replication and hosting of physical or virtual servers by a third party to provide ...

SearchStorage
  • cloud storage

    Cloud storage is a service model in which data is transmitted and stored on remote storage systems, where it is maintained, ...

  • cloud testing

    Cloud testing is the process of using the cloud computing resources of a third-party service provider to test software ...

  • storage virtualization

    Storage virtualization is the pooling of physical storage from multiple storage devices into what appears to be a single storage ...

Close