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Marketing vocabulary · Branding & Positioning

Positioning

Meaning in marketing, with examples

/pəˈzɪʃənɪŋ/nounCore term

In marketing, positioning means: Deciding what clear place a brand or product should hold in customers' minds compared with its competitors, and shaping its message around that idea.

In Turkish: konumlandırma

How it is used

A core strategy word in marketing plans and agency presentations. Brands are positioned as premium, affordable, healthy or expert. People discuss clear, strong or weak positioning, and talk about repositioning when a brand changes its place.

Example sentences

  1. Our positioning is simple: the fastest delivery in the city, not the cheapest.

  2. The brand's positioning became unclear after it started selling discount products.

Common collocations

  • brand positioning
  • clear positioning
  • positioning strategy
  • repositioning
  • differentiationMaking a product or brand clearly different from competitors in ways that customers value, such as quality, design, service or experience.
  • brand imageThe picture of a brand that exists in customers' minds: what they believe, feel and remember about it, whether positive or negative.
  • market segmentationDividing a large market into smaller groups of customers who share similar needs, characteristics or behaviour, so that each group can be served in a suitable way.
  • unique selling propositionThe one clear benefit or feature that makes a product different from and better than its competitors, in a way that customers care about.
  • value propositionA short statement of the benefits a customer gets from a product or service and why it is worth choosing over the alternatives.

This word in other fields

The same English word can have a different meaning in another field:

More terms: Branding & Positioning

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