What is positioning?
The place your brand occupies in your target audience's mind relative to competitors.
More details
Positioning comes down to one question: what do you want to be known for first? A strongly positioned brand is clear, consistent and distinctive. You choose a position based on your strengths, your target audience's needs and the gap in the market. Good positioning makes all your marketing simpler: you know what you are saying, to whom and why.
For example…
Red Bull entered the Austrian market in 1987 with no competitors — the energy drink category simply did not yet exist in the West. Mateschitz did not enter a market; he created one. That explains the positioning: Red Bull does not advertise on taste, ingredients or product shots, because in blind tests energy drinks barely differ from one another. The brand competes on meaning, not on product features. That is why the lion's share of the budget goes to extreme sports, music and its own media, not to the can.
Source: advergize.comRelated terms