What does 'positioning' refer to in marketing?

Positioning in marketing refers to how a product is perceived by consumers in comparison to other competing products in the market. It involves creating a unique impression of the product in the minds of the target audience, which helps to differentiate it from similar offerings. Effective positioning conveys the product's unique benefits and features, making it more attractive to consumers. This concept is vital for marketers as it influences brand perception, customer loyalty, and overall market competitiveness.

Understanding how a product is viewed relative to others allows companies to tailor their messages and branding strategies to better meet consumer needs and preferences, thus fostering a stronger connection with their audience.