Positioning

The correct positioning of a brand is basic and fundamental to its success; an incorrect or suboptimal positioning can doom a brand to underperformance or failure. The positioning possibilities that exist for any given brand or service are almost infinite in number. Positioning against a broader market; for example, positioning a bicycle brand as a substitute for the automobile, rather than as a substitute for other brands of bicycles. Positioning against a price segment of the market; for example, positioning a car brand against luxury imported cars.