Business Segmentation: Emerging Approaches To More Meaningful Clusters

The term "Positioning" is widely used within the marketing and advertising communities. Positioning is often used as a broad synonym for marketing strategy. However, the terms "Positioning" and "Marketing strategy" should not be used interchangeably. Rather, positioning should be thought of as an element of strategy, a component of strategy, not as the strategy itself. The term "Positioning" is, and should be, intimately connected to the concept of "Target market." That is, a brand's positioning defines the target audience.