Positioning
Positioning is the act of designing a company's offering and image to occupy a distinctive place in the minds of the target market.
Definition
According to Marketing Management by Keller and Kotler (15th edition),
- Positioning. The act of designing a company's offering and image to occupy a distinctive place in the minds of the target market.
According to the Marketing Communications by Fill (5th edition),
- Positioning. An activity designed to manage the way in which audiences perceive brands. Positioning is about visibility, recognition and understanding of what a brand represents to a buyer. Marketing communications strategy is fundamentally about positioning brands in the minds of the target audience.