Market position refers to the process of establishing the image or identity of a brand so that customers perceive it a certain way. The brand positioning is a process of creating its own image, distinctive properties, positive associations and values in consumers’ mind in order to create a sustainable trademark image and ensure consumers’ attachment to this trademark.
Positioning is the development of the image of a product directly against to the competitor products and other products produced by the company's own. The purpose is management's attention by the recipient to a certain product and to differ that product in favor of the company, compared with similar products.
The purpose of a positioning strategy is that it allows a company to spotlight specific areas where they can outshine and beat their competition.
This is created through the use of the 4 Ps: promotion, price, place and product. The best way to do this is through a positioning strategy. Carefully considered positions provide development directions for the new products, market expansion, communication, pricing, selection of distribution channels.
Positioning Strategies
