Positioning refers to the perception of a brand and its products in the mind of its customers. The aim is to position your brand and product in the front and centre of your customer’s mind or at least ahead of your competitors.
For example…
Robert and his partner have developed a kids’ chocolate snack which has received a five star safety rating. They do a survey about their product and realise that in terms of product positioning, their snack ranks first due to the five-star rating. In order to expand this ranking across a national sample of customers, they seek advice about their marketing strategy and how to get more customers to think of their product as soon as the brand is mentioned.
