Positioning

Positioning is the act of designing a company's offering and image to occupy a distinctive place in the minds of the target market.

Definition

According to Marketing Management by Keller and Kotler (15th edition),

Positioning. The act of designing a company's offering and image to occupy a distinctive place in the minds of the target market.

According to the Marketing Communications by Fill (5th edition),

Positioning. An activity designed to manage the way in which audiences perceive brands. Positioning is about visibility, recognition and understanding of what a brand represents to a buyer. Marketing communications strategy is fundamentally about positioning brands in the minds of the target audience.