Overview of positioning definitions
| S. no. | Author/year | Definitions |
|---|---|---|
| 1. | Alpert and Gatty (1969) | Product positioning is the differentiation of brands by studying the ways in which their consumers differ as well as how consumer perceptions of various brands differ |
| 2. | Ries and Trout (1969) | Positioning is a strategy for “staking out turf” or “filling a slot” in the mind of target customers |
| 3. | Buzzel et al. (1972) | Positioning refers to the manner in which a product is aimed at a particular customer segment |
| 4. | Ries and Trout (1972) | Positioning is a concept that is cumulative of something and that takes advantage of advertising long-range nature |
| 5. | Holmes (1973) | Product positioning considers the images a given consumer has for the several brands which comprise his or her product class |
| 6. | Stanton (1974) | Positioning refers to the image the product projects in relation to images projected by competitive products |
| 7. | McIntyre (1975) | Positioning an outward approach of looking at customers’ perceptions of the products which takes into account not only the strengths and weakness of a firm’s own brands but also that of competitors |
| 8. | Brown and Sims (1976) | Positioning occurs when explicit recognition is given to competitors or competitive brands, users of the product, the situation in which the product is used, the problem that solves etc within established market segments |
| 9. | Houston and Hanieski (1976) | Positioning can be most easily described as a promotional strategy which attempts to place a brand along one or a number of dimensions relative to other brands in the same generic class |
| 10. | Maggard (1976) | Positioning as nothing more than a simple, all-purpose word such as placing or locating |
| 11. | Ferrel (1977) | Product positioning refers to the decisions and activities intended to create and maintain a certain concept of a firm’s product in the customer mind |
| 12. | Margulies (1977) | Positioning is a process that is a result of finding a strong corporate identity |
| 13. | Delozier and Woodside (1978) | Product positioning is the perceived image of the brand held by consumers |
| 14. | Engel (1980) | Positioning is against strategy advertisers position their product for particular job against competition |
| 15. | Sarel (1980) | Positioning is the process of developing and implementing specific marketing activities aimed at affecting consumers, perceptions of products positions |
| 16. | Urban and Huaser (1980) | Positioning means understanding the consumer, the number of dimensions, the names of the dimensions and competitor’s positions |
| 17. | Wind (1980) | Positioning is the place which a product occupies in a given market as perceived by the products targeted customers |
| 18. | Crosier (1981) | Positioning is the general strategy for winning a share of the prospects mind and successfully scaling the ladders within |
| 19. | Ries and Trout (1981) | Positioning is what you do to the mind of a prospect that is you position the product in the mind of the prospect |
| 20. | Berry (1982) | Positioning involves identifying then occupying an available position in the market examining competitive presence within various market segments and then advertising the question which segment is more available and open |
| 21. | Nash (1982) | Positioning is the portrayal of a product in its proper status vis a vis other products |
| 22. | Runyon (1982) | Product positioning is the process of differentiating one product from another |
| 23. | Crawford et al. (1983) | Product positioning is the act of creating and altering product perceptions in customers’ minds |
| 24. | Doyle (1983) | Positioning refers to the choice of target market segment which describes the customers a business will seek to serve and the choice of differential advantage which defines how it will compete with rivals in the segment |
| 25. | Bradley and Mealy (1984) | Positioning is the combination of the appeal and competitive considerations that can give a brand a distinctive perception or position in the customers mind |
| 26. | Day (1984) | Product positioning refers to the customer’s perceptions of the place a product or brand occupies in a given market segment |
| 27. | Lovelock (1984) | Positioning is generally referred to as a process of finding and establishing a distinct place in the market that is determined by the customer’s view of one’s own offering in comparison to competing alternatives |
| 28. | Crawford (1985) | Positioning is a marketing tool that is used to address the question “How is one product different from others |
| 29. | Bradlow (1985) | Positioning differentiates a firm from its competition, assists in making services tangible and increases staff productivity |
| 30. | Dillon et al. (1986) | Positioning is the attempt to move brands to a particular location within a perceptual product space |
| 31. | Lodish (1986) | Positioning is the process of trying to improve the perception of your product by a market segment |
| 32. | Reidenbach and Pitts (1986) | Positioning refers to the perceptual relationships of a firm and its products /services to its competitors |
| 33. | Droge and Darmon (1987) | Positioning accurately refers to how close a customer or a homogeneous market segment perceives a brand to be its targeted positioning |
| 34. | Friedmann and Lessig (1987) | Product positioning is all about creating a position or image of a firm’s product in the consumer’s mind |
| 35. | Park and Zaltman (1987) | Product positioning involves distinguishing the product from the competitor’s product in order to gain competitive edge |
| 36. | Rothschild (1987) | Positioning is referred to the place that the brand holds in the consumers mind relative to perceptions and preferences |
| 37. | Schiffman and Kanuk (1987) | Positioning is an attempt to develop a special image for a product the consumer mind |
| 38. | DiMingo (1988) | Positioning is the process of distinguishing a company or product from competitors along real dimensions benefits or values that are important and meaningful to customers to become the preferred company or product in a market |
| 39. | Evans and Berman (1988) | Product positioning allows a firm to select the market niche(s) to which it wants to appeal and develop distinct attributes for its products |
| 40. | Patti and Frazer (1988) | Positioning is the distinctive alignment of the organizations product offer within the frame of reference of the consumer occupying a mental niche in relation to identified competitors |
| 41. | Berkowitz et al. (1989) | Positioning involves seeking a smaller market niche that is less competitive in which to locate a brand |
| 42. | Easingwood and Mahajan (1989) | Positioning describes the position or image of the firm’s product in the consumer’s mind |
| 43. | Sujan and Bettman (1989) | Positioning is the process of influencing perceptions by specifying the attributes, benefits or images which represent differentiation |
| 44. | Zikmund and D’Amico (1989) | Product positioning is to identify salient product characteristics that differentiate the brand from competitive brands |
| 45. | Apostolidis et al. (1989) | Positioning attempts to build or occupy a mental niche in relation to an identified competitor |
| 46. | Corstjens and Doyle, 1990 | Positioning is to bestow a differential advantage on a product |
| 47. | Bainsfair (1990) | Positioning is an active process of getting through to the ultimate target, the customer |
| 48. | Cronshaw et al., 1990 | Positioning is the act of tailoring the attributes of a product to chosen set of customers with a view to making it the first choice of those customers |
| 49. | Day et al.,1990 | Positioning, the place a product occupies in a given market as perceived by its target segment(s) is the product’s reason for being, the reason why consumers buy it |
| 50. | Jain (1990) | Positioning refers to placing a brand in that part of the market where it will have a favourable reception compared to competitive products |
| 51. | Johansson and Thorelli (1990) | Product positioning is the activity by which a desirable position in the minds of the consumer is created for the product |
| 52. | Lamb and Craven (1990) | Positioning is the customer driven process of establishing and maintaining a unique place in the market |
| 53. | Sengupta (1990) | Positioning is the concept of perceptual space and consumers mind is regarded as a geometric perceptual space with product categories and brands occupying different points in that space |
| 54. | Quelch (1991) | Positioning is a management concept of where a product or service should stand in the marketplace relative to competitive products and services |
| 55. | Roscoe and Lee (1991) | Positioning is the process of attracting different demand segments and where each technology is priced appropriately based on its relative standing in the market |
| 56. | Aaker and Shansby (1982) | Positioning is the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition |
| 57. | Arnott (1992) | Positioning is the deliberate, proactive, iterative process of defining, modifying and monitoring consumer perceptions of a marketable object |
| 58. | Baker (1992) | Product positioning defines the location of a product /service relative to others in the same market place and then promoting it in such a way as to reinforce or change its position |
| 59. | Berkowitz et al. (1992) | Product positioning refers to the place an offering occupies in consumers mind on important attributes relative to competitive offerings |
| 60. | Kardon (1992) | Positioning is a strategy that sets a business and product apart from the competition |
| 61. | Adcock et al. (1993) | Positioning refers to the placing of a product in that part of the market where it will be able to complete favourably with competitors products |
| 62. | Dibb and Simkin (1993) | Positioning is the place which a product occupies in a given market as perceived by the product’s targeted consumers |
| 63. | Engel et al. (1993) | Positioning is defined as the perception that targeted consumers have of a firms offering relative to competitors |
| 64. | Ennew (1993) | Product positioning describes the way in which the organization wishes consumers to perceive its products and the way in which consumers actually perceive those products |
| 65. | Kohli and Leuthesser (1993) | Product positioning is the act of designing the image of the firm’s offering so that target customers understand and appreciate what the product stands for in relation to its competitors |
| 66. | Lautman (1993) | Positioning is defined as a strategy that enables a brand or service to occupy a preferred and unique niche in a customer’s mind that is also consistent with the overall marketing strategy |
| 67. | Loudon and Bitta (1993) | Positioning involves determining how consumers’ perceive the marketer’s product and also developing and implementing marketing strategies to achieve the desired position in the market |
| 68. | (Brooksbank (1994) | Product positioning is the process of directing products and services toward the desires and needs of customers |
| 69. | Muhlbacher et al. (1994) | Positioning is generally referred to as a process of finding and establishing a distinct place in the market that is determined by the customers’ view of one’s own offering in comparison to competing alternatives |
| 70. | Palmer (1994) | Positioning is an attempt by the organization to distinguish its offerings from those of its competitors in order to give it a competitive advantage within the market |
| 71. | Belch and Belch (1995) | Positioning is the art and science of fitting the product or service to one or more segments of the broad market in such a way to set it meaningfully apart from competition. |
| 72. | Jobber (1995) | Positioning is the choice of target market and differential advantage the objective is to create and maintain a distinctive place in the market for a company and or its products |
| 73. | Kaul and Rao (1995) | Positioning is the problem of “selecting product attribute levels to maximize a firm’s objectives |
| 74. | Keegan (1995) | Positioning is a process whereby a company establishes an image for its product in the minds of consumers relative to the image of competitor’s product offerings |
| 75. | Kinnear et al. (1995) | Positioning is the perception targeted consumers have of firms offerings relative to that of competitors |
| 76. | Javalgi et al. (1995) | Positioning is the process of building and maintaining a distinctive image relative to other competing brands |
| 77. | Oliver (1995) | Positioning concerns the perceptions and preferences consumers have in regard to the organization and its products |
| 78. | O’shaughnessy (1995) | Positioning of a product refers to the process by which the firm decides how it should best depict the product in the market segment vis a vis competition and hopefully in the minds of the consumer |
| 79. | Kotler and Anderson (1996) | Positioning is the act of designing the organizations image and value offer so that the organization s customers understand and appreciate what the organization stands for in relation to its competitors |
| 80. | Myers (1996) | Positioning refers to the problem of differentiating one’s own product /service from other competing entries in the market place |
| 81. | Perrault et al. (1996) | Positioning shows how customers locate proposed or present bands in the market |
| 82. | Trout and Rivkin (1996) | Positioning is simply concentrating on an idea – or even a word – that defines the company in the minds of consumers |
| 83. | Walker et al. (1996) | Positioning is the perceived fit between a particular product offering and the needs of the target market |
| 84. | Zineldin (1996) | Positioning is a process of establishing and maintaining a distinctive place and image in the market for an organization and or its individual product offerings so that the target market prospect understands and appreciates what the organization stands for in relation to its competitors |
| 85. | Kotler and Armstrong (1997) | Positioning is the process of designing the company's product/services and image based on consumers' perceptions relative to that of competitors |
| 86. | Font (1997) | Positioning is detecting and developing product attributes which are expected to establish a competitive advantage |
| 87. | Hankinson and Cowking (1997) | Positioning defines the brands point of reference with respect to the competition |
| 88. | Wilson and Gilligan (1996) | Positioning is the process of designing an image and value so that consumers within the target segment understand what the company or brand stands for in relation to its competitors |
| 89. | Wright (1997) | Positioning involves and owning a territory in the mind of the consumer it’s not just occupying the position, but owning it |
| 90. | Yip (1997) | Positioning is defined as the overall company package that is product service offering, the companies capability of competing that the company is prepared to be described and accepted in the market place |
| 91. | Antonides and Raaij (1998) | Positioning refers to the consumer’s perception of a brand amongst other brands |
| 92. | Hooley et al. (1998) | Positioning is the act of designing the company's offering and image so that they occupy a meaningful and distinct competitive advantage |
| 93. | Rao and Steckel (1998) | Positioning is the relative perception of a product within a significant group of customers |
| 94. | Ensor and Drummond (1999) | Positioning is establishing an organisation's product in the mind of a customer, in a position relative to other products in the market |
| 95. | Fill (1999) | Positioning is the process whereby information about the organization or product is communicated in such a way that the object is perceived by the competition to occupy a particular space in the market |
| 96. | Husted and Varble (1999) | Product positioning is the process of shaping the way that customers perceive the company’s product |
| 97. | Jain and Subhash (2000) | Positioning is placing a brand in that part of the market where it will receive a favourable perception compared to competing products |
| 98. | Kroeber-Riel and Esch (2000) | Positioning as measures leading to subjective customer perception of the offer, which is differentiated from the competition and therefore preferred |
| 99. | Boone and Kurz (2001) | Positioning seeks to place a certain position in the minds of perspective buyers and distinguish their firm’s offerings from those of competitors and to create promotions that communicate the desired positions |
| 100. | Darling (2001) | Positioning strategy consists of ‘establishing the initial market offering in the minds of consumers’ and then ‘differentiating the market offering from competitors in the minds of consumers |
| 101. | Romaniuk (2001) | Positioning as a central brand activity achieved by selecting specific brand attributes and connecting them to the brand through the use of marketing communications |
| 102. | Mardsen (2002) | Positioning refers to the brand position in the consumer mind in relation to the values which differentiate the brand’s given or owned associations |
| 103. | Ramaswamy and Namakumari (2002) | Product positioning denotes the specific product category or product class in which the given product is competing, and brand positioning denotes the positioning of the brand compared to competing brands in the chosen product category |
| 104. | Evans (2003) | Positioning is the process of creating a product image in the minds of target customers |
| 105. | Gwin and Gwin (2003) | Positioning refers to how customers think about present brands in a market |
| 106. | Keller (2003) | Positioning is all about identifying the optimal location of a brand and its competitors in the minds of consumers to maximize potential benefit to the firm |
| 107. | Keller (2003) | Positioning is act of designing a company's offering and. image so that they occupy a meaningful and distinct competitive position in the target market’s minds |
| 108. | Lendrevie et al. (2003) | Positioning is filling a particular market with homogeneous products according to one or more of the specified criteria by the producer |
| 109. | Lilien and Rangaswamy (2003) | Positioning refers to the set of strategies that firms develop and implement to ensure that these differences occupy a distinct and important position in the minds of customers |
| 110. | Czinkota and Ronkainen (2004) | Positioning is Customers' perception of a product, service, brand or company as a whole to evoke a positive and differentiated mental image |
| 111. | Kapferer (2004) | Positioning means emphasizing the distinctive characteristics that make it different from its competitors and appealing to the public |
| 112. | Lamb et al. (2004) | Positioning is developing a specific marketing makes to influence potential customers overall perception of a brand, product line, or organization in general |
| 113. | Masterson and Pickton (2004) | Positioning is which place a product is perceived to occupy in the minds of customers/consumers of the relevant target market relative to other competing brands |
| 114. | Palmer (2004) | Positioning is decisions about how the marketing mix of a company's product should be developed in comparison to the marketing mix of competing products |
| 115. | Winer (2004) | Positioning is considering the alternative differentiation possibilities and determining what differential advantages are to be emphasized and communicated to the target customers |
| 116. | Blythe (2005) | Positioning is the grouping of similar product types together in the consumer’s perceptual map |
| 116. | Kotler et al. (2005) | Positioning is a process by which a marketer discovers in the mind of the consumer/customer, client or prospect a unique niche for a product or service that will be meaningful to such a person. |
| 117. | Esch (2005) | Positioning is the high art of marketing” and constitutes the active design of a brand’s position in the minds of the consumers who constitute the target market |
| 118. | Rossiter and Bellman (2005) | Positioning is an attempt to create and maintain a unique perception of the brand in consumers' minds and relative to competitors, a perception that is expected differentiate the brand in the marketplace, and ultimately stimulate preference for the brand's offering |
| 119. | Tybout and Calkins (2005) | Positioning refers to the specific intended meaning for a brand in consumers’ minds. More precisely a brand positioning articulates the goal that a consumer will achieve by using the brand and explains why it is superior to other means of accomplishing this goal |
| 120. | Wilson and Giligan (2005) | Positioning is the process of designing an image and value so of target customers can understand what the institution or brand does in comparison with competitors |
| 121. | Solomon et al. (2006) | Positioning is developing a marketing strategy aimed at influencing how a particular market segment perceives a good or service in comparison to competition |
| 122. | Fill (2006) | Positioning is a natural conclusion to the sequence of activities that constitute a core part of the marketing strategy |
| 123. | Uggla (2006) | Positioning is how a brand differentiates itself from competitors and that it communicates in a unique way to the target and segment |
| 124. | Percy and Elliot (2007) | Positioning could be seen as a “super communication effect” that clarifies for the consumers what the brand “is, who it is for and what it stands for |
| 125. | Baker and Hart (2007) | Positioning is an organised system for finding a window in the mind which is based on the concept that communication can only take place at the right time and under the right circumstances |
| 126. | Etzel et al. (2007) | Positioning is fitting the product to the segment where product performances and appeals most correspond |
| 127. | Jewell (2007) | Positioning is a process of establishing a strong link in consumer memory between a brand-name node and an attribute-node |
| 128. | Schiffman and Kanuk (2007) | Positioning conveys the meaning of a good or service in terms of how it fulfills needs of consumers |
| 129. | Batra and Kazmi (2008) | Positioning is the perception of a brand or product it brings about in the mind of a target consumer and reflects the essence of that brand or product in terms of its functional and nonfunctional benefits as judged by the consumer |
| 130. | Ghodeswar (2008) | Positioning is related with creating brand perceptions in the minds of consumers and with achieving differentiated images apart from competitors’ brands/offerings and meeting customer needs/expectations |
| 131. | Keller (2009) | Positioning is identifying and establishing points of parity and points of differences; to establish the right brand identity and to create the proper brand image |
| 132. | Blythe (2008) | Positioning is putting the product in an appropriate position in the consumer's mind |
| 133. | Lee and Liao (2009) | Positioning refers implicitly to consumers’ memory of the brand’s particular information content |
| 134. | Cravens and Piercy (2009) | Positioning is deciding the desired perception/ association of an organization/ brand by customers of the target market segment and developing the marketing program with a view to meet (or exceed) the needs and requirements of the customers of that marketplace |
| 135. | Boone and Kurtz (2009) | Positioning is placing a product in a certain point or location within a market in the minds of perspective buyers |
| 136. | Chandrashekhar (2010) | Positioning can be viewed perception of a brand in the mind of the target customer |
| 137. | Shimp (2010) | Positioning is the “key feature, benefit, or image that stands for in the target audience’s collective mind” |
| 138. | Kerin et al. (2010) | Product positioning refers to the place an offering occupies in consumers’ minds on important attributes relative to competitive offerings |
| 139. | Cherunilam (2010) | Positioning is the image projected for the product |
| 140. | Clow and Baack (2009) | Positioning is a process of creating a perception in the consumer's mind regarding the nature of a company and its products relative to competitors |
| 141. | Dahlen et al. (2010) | Positioning describes the actual and perceived position of the brand in the mind space in terms of the customer's expectations of the unique aspects of the brand and perception of other competing brands |
| 142. | Hollensen (2010) | Positioning is a process of creating in the mind of consumers an image, reputation, or perception of the company, or its products relative to competitors |
| 143. | Lamb et al. (2010) | Positioning is a developing a specific marketing mix to influence potential customers overall perception of a brand product line or organization in general |
| 144. | Tybout and Sternthal (2010) | Positioning is about finding a perceptual and preference foothold in the mind of the target market and claiming it with a Point of differentiation benefit and/or a feature |
| 145. | DeSarbo et al. (2011) | Positioning is the process by which marketers attempt to create a distinctive image or identity in the minds of consumers in designated target market(s) for their product, brand or organization |
| 146. | Riezebos and Grinten (2012) | Positioning is a marketing function that involves making strategic and well considered decisions regarding the attributes of a brand to emphasise to the prospect |
| 147. | Armstrong and Kotler (2012) | Positioning is arranging for a market offering to occupy a and clear, distinctive, and desirable place relative to competing products in the minds of target consumers |
| 148. | Tudor and Negricea (2012) | Positioning refer to what the consumer/user understands about the respective seller or brand |
| 149. | Lovelock et al. (2014) | Positioning is establishing a distinctive place in the minds of consumers relative to competing products |
| 151. | Boatswain (2015) | Positioning refers to decisions regarding the type of attributes the firm uses to position an offering, and the manner in which it conveys information about its offering to the targeted consumers |
| 152. | Lakshmi et al. (2017) | Positioning involves finding the proper location in the minds of a group of consumers or market segment so that they think about a product or service in the “right” or desired way |
| S. no. | Author/year | Definitions |
|---|---|---|
| 1. | Product positioning is the differentiation of brands by studying the ways in which their consumers differ as well as how consumer perceptions of various brands differ | |
| 2. | Positioning is a strategy for “staking out turf” or “filling a slot” in the mind of target customers | |
| 3. | Positioning refers to the manner in which a product is aimed at a particular customer segment | |
| 4. | Positioning is a concept that is cumulative of something and that takes advantage of advertising long-range nature | |
| 5. | Product positioning considers the images a given consumer has for the several brands which comprise his or her product class | |
| 6. | Positioning refers to the image the product projects in relation to images projected by competitive products | |
| 7. | Positioning an outward approach of looking at customers’ perceptions of the products which takes into account not only the strengths and weakness of a firm’s own brands but also that of competitors | |
| 8. | Positioning occurs when explicit recognition is given to competitors or competitive brands, users of the product, the situation in which the product is used, the problem that solves etc within established market segments | |
| 9. | Positioning can be most easily described as a promotional strategy which attempts to place a brand along one or a number of dimensions relative to other brands in the same generic class | |
| 10. | Positioning as nothing more than a simple, all-purpose word such as placing or locating | |
| 11. | Ferrel (1977) | Product positioning refers to the decisions and activities intended to create and maintain a certain concept of a firm’s product in the customer mind |
| 12. | Positioning is a process that is a result of finding a strong corporate identity | |
| 13. | Product positioning is the perceived image of the brand held by consumers | |
| 14. | Engel (1980) | Positioning is against strategy advertisers position their product for particular job against competition |
| 15. | Positioning is the process of developing and implementing specific marketing activities aimed at affecting consumers, perceptions of products positions | |
| 16. | Urban and Huaser (1980) | Positioning means understanding the consumer, the number of dimensions, the names of the dimensions and competitor’s positions |
| 17. | Positioning is the place which a product occupies in a given market as perceived by the products targeted customers | |
| 18. | Positioning is the general strategy for winning a share of the prospects mind and successfully scaling the ladders within | |
| 19. | Positioning is what you do to the mind of a prospect that is you position the product in the mind of the prospect | |
| 20. | Positioning involves identifying then occupying an available position in the market examining competitive presence within various market segments and then advertising the question which segment is more available and open | |
| 21. | Positioning is the portrayal of a product in its proper status | |
| 22. | Product positioning is the process of differentiating one product from another | |
| 23. | Product positioning is the act of creating and altering product perceptions in customers’ minds | |
| 24. | Doyle (1983) | Positioning refers to the choice of target market segment which describes the customers a business will seek to serve and the choice of differential advantage which defines how it will compete with rivals in the segment |
| 25. | Positioning is the combination of the appeal and competitive considerations that can give a brand a distinctive perception or position in the customers mind | |
| 26. | Product positioning refers to the customer’s perceptions of the place a product or brand occupies in a given market segment | |
| 27. | Positioning is generally referred to as a process of finding and establishing a distinct place in the market that is determined by the customer’s view of one’s own offering in comparison to competing alternatives | |
| 28. | Positioning is a marketing tool that is used to address the question “How is one product different from others | |
| 29. | Bradlow (1985) | Positioning differentiates a firm from its competition, assists in making services tangible and increases staff productivity |
| 30. | Positioning is the attempt to move brands to a particular location within a perceptual product space | |
| 31. | Positioning is the process of trying to improve the perception of your product by a market segment | |
| 32. | Positioning refers to the perceptual relationships of a firm and its products /services to its competitors | |
| 33. | Positioning accurately refers to how close a customer or a homogeneous market segment perceives a brand to be its targeted positioning | |
| 34. | Product positioning is all about creating a position or image of a firm’s product in the consumer’s mind | |
| 35. | Product positioning involves distinguishing the product from the competitor’s product in order to gain competitive edge | |
| 36. | Positioning is referred to the place that the brand holds in the consumers mind relative to perceptions and preferences | |
| 37. | Schiffman and Kanuk (1987) | Positioning is an attempt to develop a special image for a product the consumer mind |
| 38. | Positioning is the process of distinguishing a company or product from competitors along real dimensions benefits or values that are important and meaningful to customers to become the preferred company or product in a market | |
| 39. | Product positioning allows a firm to select the market niche(s) to which it wants to appeal and develop distinct attributes for its products | |
| 40. | Positioning is the distinctive alignment of the organizations product offer within the frame of reference of the consumer occupying a mental niche in relation to identified competitors | |
| 41. | Positioning involves seeking a smaller market niche that is less competitive in which to locate a brand | |
| 42. | Positioning describes the position or image of the firm’s product in the consumer’s mind | |
| 43. | Positioning is the process of influencing perceptions by specifying the attributes, benefits or images which represent differentiation | |
| 44. | Product positioning is to identify salient product characteristics that differentiate the brand from competitive brands | |
| 45. | Positioning attempts to build or occupy a mental niche in relation to an identified competitor | |
| 46. | Corstjens and Doyle, 1990 | Positioning is to bestow a differential advantage on a product |
| 47. | Positioning is an active process of getting through to the ultimate target, the customer | |
| 48. | Positioning is the act of tailoring the attributes of a product to chosen set of customers with a view to making it the first choice of those customers | |
| 49. | Positioning, the place a product occupies in a given market as perceived by its target segment(s) is the product’s reason for being, the reason why consumers buy it | |
| 50. | Positioning refers to placing a brand in that part of the market where it will have a favourable reception compared to competitive products | |
| 51. | Johansson and Thorelli (1990) | Product positioning is the activity by which a desirable position in the minds of the consumer is created for the product |
| 52. | Positioning is the customer driven process of establishing and maintaining a unique place in the market | |
| 53. | Positioning is the concept of perceptual space and consumers mind is regarded as a geometric perceptual space with product categories and brands occupying different points in that space | |
| 54. | Positioning is a management concept of where a product or service should stand in the marketplace relative to competitive products and services | |
| 55. | Positioning is the process of attracting different demand segments and where each technology is priced appropriately based on its relative standing in the market | |
| 56. | Positioning is the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition | |
| 57. | Positioning is the deliberate, proactive, iterative process of defining, modifying and monitoring consumer perceptions of a marketable object | |
| 58. | Product positioning defines the location of a product /service relative to others in the same market place and then promoting it in such a way as to reinforce or change its position | |
| 59. | Product positioning refers to the place an offering occupies in consumers mind on important attributes relative to competitive offerings | |
| 60. | Positioning is a strategy that sets a business and product apart from the competition | |
| 61. | Positioning refers to the placing of a product in that part of the market where it will be able to complete favourably with competitors products | |
| 62. | Positioning is the place which a product occupies in a given market as perceived by the product’s targeted consumers | |
| 63. | Positioning is defined as the perception that targeted consumers have of a firms offering relative to competitors | |
| 64. | Product positioning describes the way in which the organization wishes consumers to perceive its products and the way in which consumers actually perceive those products | |
| 65. | Product positioning is the act of designing the image of the firm’s offering so that target customers understand and appreciate what the product stands for in relation to its competitors | |
| 66. | Positioning is defined as a strategy that enables a brand or service to occupy a preferred and unique niche in a customer’s mind that is also consistent with the overall marketing strategy | |
| 67. | Positioning involves determining how consumers’ perceive the marketer’s product and also developing and implementing marketing strategies to achieve the desired position in the market | |
| 68. | ( | Product positioning is the process of directing products and services toward the desires and needs of customers |
| 69. | Positioning is generally referred to as a process of finding and establishing a distinct place in the market that is determined by the customers’ view of one’s own offering in comparison to competing alternatives | |
| 70. | Positioning is an attempt by the organization to distinguish its offerings from those of its competitors in order to give it a competitive advantage within the market | |
| 71. | Positioning is the art and science of fitting the product or service to one or more segments of the broad market in such a way to set it meaningfully apart from competition. | |
| 72. | Positioning is the choice of target market and differential advantage the objective is to create and maintain a distinctive place in the market for a company and or its products | |
| 73. | Positioning is the problem of “selecting product attribute levels to maximize a firm’s objectives | |
| 74. | Positioning is a process whereby a company establishes an image for its product in the minds of consumers relative to the image of competitor’s product offerings | |
| 75. | Positioning is the perception targeted consumers have of firms offerings relative to that of competitors | |
| 76. | Positioning is the process of building and maintaining a distinctive image relative to other competing brands | |
| 77. | Positioning concerns the perceptions and preferences consumers have in regard to the organization and its products | |
| 78. | Positioning of a product refers to the process by which the firm decides how it should best depict the product in the market segment vis a vis competition and hopefully in the minds of the consumer | |
| 79. | Positioning is the act of designing the organizations image and value offer so that the organization s customers understand and appreciate what the organization stands for in relation to its competitors | |
| 80. | Positioning refers to the problem of differentiating one’s own product /service from other competing entries in the market place | |
| 81. | Perrault | Positioning shows how customers locate proposed or present bands in the market |
| 82. | Positioning is simply concentrating on an idea – or even a word – that defines the company in the minds of consumers | |
| 83. | Positioning is the perceived fit between a particular product offering and the needs of the target market | |
| 84. | Positioning is a process of establishing and maintaining a distinctive place and image in the market for an organization and or its individual product offerings so that the target market prospect understands and appreciates what the organization stands for in relation to its competitors | |
| 85. | Positioning is the process of designing the company's product/services and image based on consumers' perceptions relative to that of competitors | |
| 86. | Positioning is detecting and developing product attributes which are expected to establish a competitive advantage | |
| 87. | Positioning defines the brands point of reference with respect to the competition | |
| 88. | Positioning is the process of designing an image and value so that consumers within the target segment understand what the company or brand stands for in relation to its competitors | |
| 89. | Positioning involves and owning a territory in the mind of the consumer it’s not just occupying the position, but owning it | |
| 90. | Positioning is defined as the overall company package that is product service offering, the companies capability of competing that the company is prepared to be described and accepted in the market place | |
| 91. | Positioning refers to the consumer’s perception of a brand amongst other brands | |
| 92. | Positioning is the act of designing the company's offering and image so that they occupy a meaningful and distinct competitive advantage | |
| 93. | Positioning is the relative perception of a product within a significant group of customers | |
| 94. | Positioning is establishing an organisation's product in the mind of a customer, in a position relative to other products in the market | |
| 95. | Positioning is the process whereby information about the organization or product is communicated in such a way that the object is perceived by the competition to occupy a particular space in the market | |
| 96. | Product positioning is the process of shaping the way that customers perceive the company’s product | |
| 97. | Jain and Subhash (2000) | Positioning is placing a brand in that part of the market where it will receive a favourable perception compared to competing products |
| 98. | Positioning as measures leading to subjective customer perception of the offer, which is differentiated from the competition and therefore preferred | |
| 99. | Boone and Kurz (2001) | Positioning seeks to place a certain position in the minds of perspective buyers and distinguish their firm’s offerings from those of competitors and to create promotions that communicate the desired positions |
| 100. | Positioning strategy consists of ‘establishing the initial market offering in the minds of consumers’ and then ‘differentiating the market offering from competitors in the minds of consumers | |
| 101. | Positioning as a central brand activity achieved by selecting specific brand attributes and connecting them to the brand through the use of marketing communications | |
| 102. | Mardsen (2002) | Positioning refers to the brand position in the consumer mind in relation to the values which differentiate the brand’s given or owned associations |
| 103. | Product positioning denotes the specific product category or product class in which the given product is competing, and brand positioning denotes the positioning of the brand compared to competing brands in the chosen product category | |
| 104. | Positioning is the process of creating a product image in the minds of target customers | |
| 105. | Positioning refers to how customers think about present brands in a market | |
| 106. | Positioning is all about identifying the optimal location of a brand and its competitors in the minds of consumers to maximize potential benefit to the firm | |
| 107. | Positioning is act of designing a company's offering and. image so that they occupy a meaningful and distinct competitive position in the target market’s minds | |
| 108. | Positioning is filling a particular market with homogeneous products according to one or more of the specified criteria by the producer | |
| 109. | Positioning refers to the set of strategies that firms develop and implement to ensure that these differences occupy a distinct and important position in the minds of customers | |
| 110. | Positioning is Customers' perception of a product, service, brand or company as a whole to evoke a positive and differentiated mental image | |
| 111. | Positioning means emphasizing the distinctive characteristics that make it different from its competitors and appealing to the public | |
| 112. | Positioning is developing a specific marketing makes to influence potential customers overall perception of a brand, product line, or organization in general | |
| 113. | Positioning is which place a product is perceived to occupy in the minds of customers/consumers of the relevant target market relative to other competing brands | |
| 114. | Positioning is decisions about how the marketing mix of a company's product should be developed in comparison to the marketing mix of competing products | |
| 115. | Winer (2004) | Positioning is considering the alternative differentiation possibilities and determining what differential advantages are to be emphasized and communicated to the target customers |
| 116. | Positioning is the grouping of similar product types together in the consumer’s perceptual map | |
| 116. | Positioning is a process by which a marketer discovers in the mind of the consumer/customer, client or prospect a unique niche for a product or service that will be meaningful to such a person. | |
| 117. | Positioning is the high art of marketing” and constitutes the active design of a brand’s position in the minds of the consumers who constitute the target market | |
| 118. | Positioning is an attempt to create and maintain a unique perception of the brand in consumers' minds and relative to competitors, a perception that is expected differentiate the brand in the marketplace, and ultimately stimulate preference for the brand's offering | |
| 119. | Tybout and Calkins (2005) | Positioning refers to the specific intended meaning for a brand in consumers’ minds. More precisely a brand positioning articulates the goal that a consumer will achieve by using the brand and explains why it is superior to other means of accomplishing this goal |
| 120. | Positioning is the process of designing an image and value so of target customers can understand what the institution or brand does in comparison with competitors | |
| 121. | Positioning is developing a marketing strategy aimed at influencing how a particular market segment perceives a good or service in comparison to competition | |
| 122. | Positioning is a natural conclusion to the sequence of activities that constitute a core part of the marketing strategy | |
| 123. | Positioning is how a brand differentiates itself from competitors and that it communicates in a unique way to the target and segment | |
| 124. | Positioning could be seen as a “super communication effect” that clarifies for the consumers what the brand “is, who it is for and what it stands for | |
| 125. | Positioning is an organised system for finding a window in the mind which is based on the concept that communication can only take place at the right time and under the right circumstances | |
| 126. | Positioning is fitting the product to the segment where product performances and appeals most correspond | |
| 127. | Positioning is a process of establishing a strong link in consumer memory between a brand-name node and an attribute-node | |
| 128. | Positioning conveys the meaning of a good or service in terms of how it fulfills needs of consumers | |
| 129. | Positioning is the perception of a brand or product it brings about in the mind of a target consumer and reflects the essence of that brand or product in terms of its functional and nonfunctional benefits as judged by the consumer | |
| 130. | Ghodeswar (2008) | Positioning is related with creating brand perceptions in the minds of consumers and with achieving differentiated images apart from competitors’ brands/offerings and meeting customer needs/expectations |
| 131. | Positioning is identifying and establishing points of parity and points of differences; to establish the right brand identity and to create the proper brand image | |
| 132. | Positioning is putting the product in an appropriate position in the consumer's mind | |
| 133. | Positioning refers implicitly to consumers’ memory of the brand’s particular information content | |
| 134. | Positioning is deciding the desired perception/ association of an organization/ brand by customers of the target market segment and developing the marketing program with a view to meet (or exceed) the needs and requirements of the customers of that marketplace | |
| 135. | Positioning is placing a product in a certain point or location within a market in the minds of perspective buyers | |
| 136. | Chandrashekhar (2010) | Positioning can be viewed perception of a brand in the mind of the target customer |
| 137. | Positioning is the “key feature, benefit, or image that stands for in the target audience’s collective mind” | |
| 138. | Product positioning refers to the place an offering occupies in consumers’ minds on important attributes relative to competitive offerings | |
| 139. | Positioning is the image projected for the product | |
| 140. | Positioning is a process of creating a perception in the consumer's mind regarding the nature of a company and its products relative to competitors | |
| 141. | Positioning describes the actual and perceived position of the brand in the mind space in terms of the customer's expectations of the unique aspects of the brand and perception of other competing brands | |
| 142. | Positioning is a process of creating in the mind of consumers an image, reputation, or perception of the company, or its products relative to competitors | |
| 143. | Positioning is a developing a specific marketing mix to influence potential customers overall perception of a brand product line or organization in general | |
| 144. | Positioning is about finding a perceptual and preference foothold in the mind of the target market and claiming it with a Point of differentiation benefit and/or a feature | |
| 145. | Positioning is the process by which marketers attempt to create a distinctive image or identity in the minds of consumers in designated target market(s) for their product, brand or organization | |
| 146. | Positioning is a marketing function that involves making strategic and well considered decisions regarding the attributes of a brand to emphasise to the prospect | |
| 147. | Positioning is arranging for a market offering to occupy a and clear, distinctive, and desirable place relative to competing products in the minds of target consumers | |
| 148. | Positioning refer to what the consumer/user understands about the respective seller or brand | |
| 149. | Positioning is establishing a distinctive place in the minds of consumers relative to competing products | |
| 151. | Positioning refers to decisions regarding the type of attributes the firm uses to position an offering, and the manner in which it conveys information about its offering to the targeted consumers | |
| 152. | Positioning involves finding the proper location in the minds of a group of consumers or market segment so that they think about a product or service in the “right” or desired way |
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