A Definition Of Positioning

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Executive Summary

Positioning is a marketing method for creating the perception of a product, brand, or company identity. According to Jack Trout1 Since that time in marketing, positioning is the technique in which marketers try to create an image or identity for a product, brand, or company in the perception of the target market. What matters is how potential buyers see the product. It is expressed relative to the position of competitors. Typical positioning tools include graphical perception mapping, market surveys, and certain statistical techniques.

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