Product management glosary


What is Positioning?


Positioning is a marketing strategy that aims to create a unique image and identity for a product or service in the minds of the target audience. It involves identifying the key benefits and features of the product or service and communicating them in a way that differentiates it from competitors.

Importance of Positioning

Positioning is important because it helps companies to stand out in a crowded marketplace. By creating a unique identity for their product or service, companies can attract customers who are looking for something different or better than what is currently available. Positioning also helps to build brand loyalty and increase customer retention, as customers are more likely to stick with a brand that they perceive as offering something unique and valuable.

Elements of Positioning

There are several elements that go into creating a strong positioning strategy. These include:

Target Audience

The first step in positioning is to identify the target audience for the product or service. This involves understanding the needs, wants, and preferences of the customers who are most likely to buy the product or service.

Unique Selling Proposition

The unique selling proposition (USP) is the key benefit or feature that sets the product or service apart from competitors. It should be something that is important to the target audience and difficult for competitors to replicate.

Brand Personality

The brand personality is the set of characteristics and values that the brand represents. It should be aligned with the target audience and the USP, and should be communicated consistently across all marketing channels.

Competitive Analysis

A competitive analysis is an important part of positioning, as it helps to identify the strengths and weaknesses of competitors and how the product or service can differentiate itself from them.


Positioning is a critical part of product management and marketing. By creating a unique identity for their product or service, companies can attract and retain customers, build brand loyalty, and stand out in a crowded marketplace. To create a strong positioning strategy, companies must identify their target audience, develop a unique selling proposition, define their brand personality, and conduct a competitive analysis.