10 Facts About Product positioning

Originally, positioning focused on the product and with Al Ries and Jack Trout grew to include building a product's reputation and ranking among competitor's products.

Primarily, Product positioning is about "the place a brand occupies in the mind of its target audience".

The Product positioning concept became very influential and continues to evolve in ways that ensure it remains current and relevant to practising marketers.

Product positioning said this is important because the typical consumer is overwhelmed with unwanted advertising, and has a natural tendency to discard all information that does not immediately find a comfortable slot in their mind.

Cano, Schwartzkopf, and others have argued that the concepts of market segmentation and Product positioning were central to the tacit knowledge that informed brand advertising from the 1920s, but did not become codified in marketing textbooks and journal articles until the 1950s and 60s.

The concept enjoys ongoing currency among both advertisers and marketers as suggested by Maggard who notes that positioning provides planners with a valuable conceptual vehicle, which is effectively used to make various strategy techniques more meaningful and more productive.

John P Maggard notes that positioning provides planners with a valuable conceptual vehicle for the implementation of more meaningful and productive marketing strategies.

Visibility and recognition is what product positioning is all about as the positioning of a product is what the product represents for a buyer the business is targeting.

ReProduct positioning can be a high risk strategy, but sometimes there are few alternatives.

Companies engaging in reProduct positioning can choose to downplay some points of difference and emphasize others.