Definition of Positioning Strategy

Positioning strategy refers to the process of creating a distinct image and place for a brand, product, or service in consumers’ minds relative to competitors. It involves effectively communicating the unique value proposition and key characteristics to the target audience. A successful positioning strategy helps a company to differentiate its offerings and establish a strong brand identity, influencing potential customers’ perceptions and decision-making process.


The phonetics of “Positioning Strategy” are as follows:Positioning: pəˈzɪʃənɪŋStrategy: ˈstrætɪdʒi

Key Takeaways

  1. A positioning strategy enables a company to differentiate its product or service from its competitors, creating a unique brand image in the minds of the consumers.
  2. Successful positioning strategies focus on a specific target market and leverage a combination of product features, pricing, distribution, and promotional efforts to create a consistent and appealing brand message.
  3. It is crucial for businesses to regularly evaluate and adjust their positioning strategies to stay ahead of competitors and maintain relevance with their target audience.

Importance of Positioning Strategy

The positioning strategy is a crucial aspect of digital marketing as it helps businesses establish a unique identity and value proposition in the consumers’ minds.

By clearly defining their target audience, differentiating themselves from competitors, and communicating their brand message effectively, companies can align their marketing efforts and product offerings to the specific needs and preferences of their customers.

This strategic approach enables businesses to build strong and meaningful connections with their audience, increase brand visibility and recall, enhance customer loyalty, and ultimately, drive sustainable growth and success in the increasingly competitive digital marketplace.


Positioning Strategy forms an essential component of digital marketing, as it aims to establish a distinct and unique presence for a brand in the minds of its target audience. Rooted in the mission to differentiate a product or service from competitors, positioning strategy leverages a combination of factors such as pricing, promotional strategies, and communication channels to create a consistent and meaningful brand image.

By effectively harnessing the power of a positioning strategy, businesses can set the foundation for building a robust customer base and fostering long-term relationships, ultimately resulting in top-of-mind recall and enhanced brand loyalty. To accomplish this, positioning strategy takes into account elements such as consumer needs, competition and market trends, brand values, and product benefits.

This multi-faceted approach helps marketers identify how they can best align their offerings with the preferences, expectations, and requirements of their customers. By successfully doing this, businesses can carve out a niche for themselves and consistently appeal to their target audience.

A well-executed positioning strategy fosters brand awareness and optimizes marketing efforts, enabling a comprehensive understanding of target demographics and ensuring the efficient allocation of resources. In this way, positioning strategy serves as a fundamental pillar in shaping a brand’s success within the digital marketing space.

Examples of Positioning Strategy

Apple Inc. – Brand Positioning: Apple Inc. has established itself as a leading tech company known for its innovative products, sleek designs, and superior customer experience. Its positioning strategy revolves around promoting itself as a creator of unique and user-friendly consumer technology products, like iPhones, MacBooks, iPads, and Apple Watches. Apple positions itself as an industry leader in design, performance, and customer satisfaction, focusing on creating high-end devices that are considered premium, aspirational products.

Coca-Cola – Emotional Positioning: Coca-Cola has effectively positioned itself as a universally recognized and loved brand that evokes happiness, positivity, and moments of joy in the minds of consumers. Their positioning strategy is built around creating an emotional connection with customers through memorable advertising campaigns and slogans, such as “Share a Coke,” “Open Happiness,” and “Taste the Feeling.” By associating their products with feelings of happiness and togetherness, Coca-Cola has managed to stay relevant and maintain a strong bond with its customers.

Nike – Benefit Positioning: Nike’s positioning strategy focuses on promoting itself as a brand that inspires and enables athletes at all levels to perform their best through high-quality and functional sportswear products. The brand’s famous tagline “Just Do It” reflects Nike’s commitment to empowering individuals to overcome challenges and achieve their goals. Through their innovative products, collaborations with popular athletes, and inspirational marketing campaigns, Nike has managed to create a brand experience that is associated with motivation, passion, and personal achievement.

Positioning Strategy FAQ

What is a positioning strategy?

A positioning strategy is the way a company positions its products or services in the minds of its target customers. It reflects the benefits and attributes that customers associate with the brand. An effective positioning strategy focuses on creating a unique, consistent, and compelling image of the product or service in the eyes of the consumer.

Why is positioning strategy important?

Positioning strategy is essential because it helps a company create a distinct and meaningful place in the market, attracting the right customers and differentiating itself from competitors. A strong positioning strategy leads to increased brand awareness, customer loyalty, and growth in market share. Furthermore, it aligns the company’s efforts around a central message that resonates with the target audience.

What are the different types of positioning strategies?

There are several types of positioning strategies, including:
1. Value-based positioning.
2. Product attribute positioning.
3. Competitor-based positioning.
4. Quality and price positioning.
5. Benefit positioning.
6. Target market positioning.
7. Problem and solution positioning.
Each strategy focuses on different aspects that set the brand or product apart from competitors in the target market.

How is a positioning strategy developed?

Developing a positioning strategy involves various steps, such as:
1. Define the target audience: Understand your target customers, their preferences, and needs.
2. Analyze competitors: Identify competitors, their unique selling points, and their differentiating factors.
3. Identify unique selling propositions (USPs): Identify the aspects of your product or service that set it apart from competitors.
4. Develop the positioning statement: Articulate the core message that communicates the unique value your brand or product offers.
5. Implement the positioning strategy: Apply the positioning statement consistently across all marketing activities, product packaging, and communications.
6. Evaluate and refine the strategy: Monitor the effectiveness of the positioning strategy and adjust it as needed, based on market feedback and changes in the industry.

Can a positioning strategy change over time?

Yes, a positioning strategy can change over time. Companies often need to adjust their positioning as target markets, competitors, or customer preferences evolve. Strategic repositioning may involve modifying product or service offerings, rebranding, or shifting the focus to different market segments. Regularly evaluating the effectiveness of the current positioning strategy helps identify the need for change and adapt to the changing market conditions.

Related Digital Marketing Terms

  • Target Audience
  • Value Proposition
  • Competitive Advantage
  • Brand Perception
  • Market Segmentation

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