Brand/Product Positioning



As a noun, a brand positioning or product positioning is the way consumers, users, buyers and others perceive competitive brands or types of products.

As determined by marketing research techniques, the various products are plotted onto maps, using product attributes as dimensions. This use of product positioning is perceptual and does not necessarily correspond empirically to measured product attributes.

To position a brand or product is to present its features and benefits with the goal of occupying a distinctive place (i.e. position) in the minds of customers and prospects.

Marketers often create a positioning statement which contains a description of the target market, the frame of reference in which the product is to be perceived, an articulation of the product’s differentiating benefits, and the reason for the consumer to believe the claims.


  1. American Marketing Association, AMA Dictionary.
  2. Ries and Trout, 2001.
  3. Common Language in Marketing Project, 2022.

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