Positioning
Positioning is the place a brand holds in a buyer's mind compared with the alternatives. It is a short statement of who the brand is for, what category it belongs to, what makes it different and why that difference should be believed.
In practice
What it means when you are the one making the decision.
A common way to test positioning is to fill in four blanks: for whom, in what category, different because, and believable because. If you cannot fill them in a sentence each, the market will fill them in for you, usually with the most generic answer available.
Good positioning is a choice, which means it excludes something. Brands that try to be for everyone, cheapest and best at once end up with no position. The choice is easier when it comes from real conversations with customers, not from a brainstorm about what sounds impressive.
Example
Two coaching institutes teach the same syllabus. One positions on results and discipline for serious aspirants; the other on small batches and personal attention. Same product, two positions, two different brands.
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