What is positioning – an overview
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Positioning is defined by Business Dictionary as being a marketing strategy that aims to place the brand in the mind of the consumer, on a distinct position in relation to the competition. In their book, ”Positioning the brand: An inside-out approach”, Rik Riezebos and Jaap van der Griten speak about positioning as highlighting the features of a brand that are relevant for the target audience and differentiate the brand from those already on the market.
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