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Definition: Positioning is a product marketing method for creating the perception of a product, brand, or company identity.
The term was coined by Trout and Ries in 1969, arguing that "... P is not what you do to a product. P is what you do to the mind of the prospect. That is, you position (place) the product in the mind of the potential buyer".
Since that time marketers try to create an image or identity for a product, brand, or company in the perception of the target market.
The basis of a P can be either:
- Functional (solving problems, providing benefits)
- Symbolic (self-image enhancement, ego identification, etc.)
- Experiental (sensory or cognitive stimulation).