Updated: August 16, 2023
Positioning is how a product, company, or brand will be perceived in the market’s mind.
Positions are relative to existing concepts, products, or product categories.
Positions can be conceptual terms such as “expensive” or “easy-to-use”.
April Dunford’s Definition
April Dunford says Positioning defines:
- How your product
- Is the best in the world
- At delivering something
- That a well-defined set of customers cares a lot about
She says it’s a terrible definition, but she’s just being modest.
Why Positioning Matters
- A brand can influence its position with design, placement, packaging, and what it compares itself to.
- What consumers are willing to pay is strongly influenced by it’s position and what it is compared to.
Examples: Supermarket Cola is a low-cost version of Coca-Cola
A product may have multiple positions. E.g.:
Tesla Cars have more modern in-car technology than other EVs
Tesla Cars are more environmentally friendly than fuel-driven cars
Multiple positions or points of difference allow a brand to create different selling points for different types of buyers.
Unique Selling Points