What does Positioning mean?

Positioning, or brand positioning, refers to the way a company, product or service wants to occupy a specific place in the minds of its target audience compared to the competition. It is based on price, quality, specialization, values, communication style or the main benefit of the offer. The goal is to clearly define who the brand is for, what problem it solves and why the customer should choose it over other options. Positioning influences marketing communication, visual identity, content, product offering and pricing. Well-defined positioning helps a brand stand out, appear consistent and build a clear long-term position in the market.