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Marketing
Definitions
Positioning
The idea of 'positioning' a product or service
emerged in the early 1970's when Al Ries and Jack
Trout wrote a series of articles called 'The Positioning
Era' for Advertising Age.
Their definition of positioning is still one of
the best:
| |
"…
positioning is not what you do to a product.
Positioning is what you do to the mind of the
prospect. That is, you position the product
in the mind of the prospect."
Al
Ries and Jack Trout
Positioning:
The Battle for your Mind |
Of course, since this initial clarity there have
been plenty of attempts to confuse the matter. This
is one of the best:
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"Positioning
Theory is a new discipline-based school of thought
about the strategic marketing process. It is
the study of the governing laws, principles,
strategies and models of how the consumer's
mind systematically sorts, ranks and files concepts
in the mind's directory relative to the competition." |
Well yes, can you tell an academic wrote that one?
But just to show we have no prejudice against academics,
how about this:
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"Positioning
is the attempt to control the public's perception
of a product or service as it relates to competitive
products."
Mississippi
University State Extension Service |
This one we like very much, and if you take this
definition, there is no difference between positioning
and branding (to see our definition of a brand,
click here).
Always nice to make these connections and simplify
the world a little. Positioning is branding.
Brand Manual
More articles
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To Build Your Total Brand'
takes you step-by-step through
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putting you on track to maximize
the strength of your brand
and the value of your business.
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