What is strategic positioning?

The image and estimation that a trade mark, product, service, or business holds in the mind of consumers, on the basis of its characteristics and in relation to the competition. Positioning requires carrying out a process composed of two basic steps: firstly, analysing one’s own characteristics and deciding how to distinguish oneself from the competition, and secondly, identifying the type of consumer being targeted. The offer made to consumers and the communications carried out in order to sell this offer will be defined by these two choices.

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