Positioning

                                                                                                                 Vaibhav Dhandharia

                                                                                                                        1311457

Positioning is a marketing strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer. Companies apply this strategy either by emphasizing the distinguishing features of their brand (what it is, what it does and how, etc.) or they may try to create a suitable image (inexpensive or premium, utilitarian or luxurious, entry-level or high-end, etc.) through advertising. Once a brand is positioned, it is very difficult to reposition it without destroying its credibility. It is also called product positioning.

Positioning Of a Leader:

Everyone wants to buy from a leader. You want to buy from companies that give you confidence that when you lay down your money, to know that you’re doing right by yourself, your family or your business. So if everyone wants to buy from a leader, every business wants to be a leader. So what kind of leader is your company? What kind of leader should you be? The answer can go a long way toward focusing your public relations and marketing efforts in the right direction.

Repositioning the Competition:

Repositioning the competition is about hanging a "negative perception on the competition as a way to setup a positive perception for your company, product, or service,"
Crucial to success of the strategy, the negative must come from "a simple observation the public can verify themselves."  You can't make up a negative. It has to have a basis in reality. 

The Power of the Name:

Establishing a strong brand name and reputation are among the first communication objectives for most companies. Developing and maintaining a particular brand identity helps make it clear to target customers what your company is about and how your products and services benefit them.