In marketing, positioning is the technique by which marketers attempt to create an image or identity for a product, brand, or company.

It is the space that a product occupies in the consumer's mind in a given market.

Product positioning refers to how potential buyers perceive a product and is expressed by its positional relationship to competitors.

Positioning is the set of verbal and distinctive image features that allows the public to situate the product within the universe of similar products, distinguishing it from all others.