What is Positioning? Definition of Positioning, Positioning Meaning and Concept
Positioning is a marketing concept based on the placement by companies of their brands in the collective imagination of consumers.
Through marketing mechanisms, companies make customers have a particular perception of them. This is what positioning is all about.
Through positioning, a company seeks to have a distinguished and positive position in terms of the opinions that its potential customers may have of it. This knowledge helps to create different actions in the life of a firm or organization and to make decisions, especially in the field of marketing.
Positioning is an important mechanism in terms of competition measurement, since companies seek to know what they provoke in people in the face of their reaction to their usual competitors, assessing this perception and drawing conclusions from said analysis face to face. to future marketing strategies.
Alternatively, positioning allows companies to know if the image they want to project to the world is the one received by consumers of their goods and services, this comparison affecting brand image, reputation and corporate image.
Common elements in a positioning strategy
- Good positioning must go hand in hand with differentiation from competitors, seeking distinction and originality while avoiding repetition and copying.
- It must not give rise to misunderstandings, since it must serve to give a faithful image of the nature of the firm and the unique virtues of its products.
- Everything related to the positioning strategy must be perfectly measurable from an economic point of view, in the search for profitability.
- Marketing positioning must be synonymous with value creation and must never deteriorate the company's image or its performance in the market.
Companies often take into account a series of elements on which to build a positioning improvement strategy. In this sense, it is usual to take into account factors such as the age and history of a brand, its importance for the economic fabric of a territory, its number of employees, its level of leadership in the market in economic or innovation terms or, very commonly, the price range of your goods and services.
It is the process by which, through techniques and strategies, a brand is placed in the Internet environment. See full entry on digital positioning.
There are 2 types of digital positioning, organic or SEO and paid or SEM.
- SEO : The better these tasks are carried out, the more visibility the website will have, since it will appear in a better position in search engines due to quality.
- SEM : to achieve a SEM positioning, an economic outlay is necessary. In search engines we usually see this type of positioning in the first or last 2 or 3 positions.