A Guide to Positioning Strategy

Positioning: 5 Ways to Stand Out From Your Competitors

How a brand provides value to customers in a unique way.

Daniel Hopper
Aug 3, 2020 · 7 min read
What is a positioning strategy?
What is a positioning strategy?
Photo by Markus Spiske from Pexels

“A position that takes into consideration not only a company’s own strengths and weaknesses, but those of its competitors as well.” (Ries & Trout, 2001)

What Is Positioning?

“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.” (Ries & Trout, 2001)

Your Unique Selling Proposition

Positioning statement

“There is a positive relationship between company performance (profitability/efficiency) and well-formulated and clearly-defined positioning activities.” (Kalafatis, Tsogas & Blankson, 2000)

Determining a Positioning Strategy

1. Positioning based on product characteristics

“Volvo owns ‘safety.’ BMW owns ‘driving’…” (Ries & Trout, 2001)

2. Positioning based on price

3. Positioning based on quality or luxury

4. Positioning based on product use or application

5. Positioning based on the competition

Positioning Perceptual Maps

Positioning perceptual map
Positioning perceptual map
Positioning perceptual map example

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Daniel Hopper

Written by

I write about Marketing and some other passions of mine | www.brandyourselfbetter.com | Connect or follow on social: https://linktr.ee/BYB_Marketing

The Startup

Get smarter at building your thing. Follow to join The Startup’s +8 million monthly readers & +787K followers.

Daniel Hopper

Written by

I write about Marketing and some other passions of mine | www.brandyourselfbetter.com | Connect or follow on social: https://linktr.ee/BYB_Marketing

The Startup

Get smarter at building your thing. Follow to join The Startup’s +8 million monthly readers & +787K followers.

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