Marketing · business glossary
What is Positioning?
By Shivam Bhandari · Reviewed 31 October 2026 · How we write
definition
The specific, ownable space a brand occupies in a customer's mind relative to competitors, defined by what it's known for.
Positioning explained
Positioning is the place your brand occupies in customers' minds relative to competitors — for example, cheapest, fastest, most premium or most trusted.
example
Volvo positioned itself around safety; DMart around everyday low prices.
why it matters
Clear positioning makes marketing simpler and helps customers know when to choose you.
common mistake
Trying to be everything to everyone, which leaves customers with no clear reason to choose you.
Frequently asked questions
What is Positioning?
The specific, ownable space a brand occupies in a customer's mind relative to competitors, defined by what it's known for. Positioning is the place your brand occupies in customers' minds relative to competitors — for example, cheapest, fastest, most premium or most trusted.
Why does Positioning matter?
Clear positioning makes marketing simpler and helps customers know when to choose you.
What is a common mistake with Positioning?
Trying to be everything to everyone, which leaves customers with no clear reason to choose you.
Related terms
USP (unique selling proposition)
The single clearest reason a customer should choose you over every alternative, including doing nothing.
Target audience
The specific group of people a product or message is designed for, defined by shared needs, behaviour, or characteristics.
Brand equity
The added value a brand name itself creates — the reason customers will pay more or choose it over an identical unbranded alternative.