Meaning and definitions: positioning is a platform for the brand. It facilitates the brand of to get the target consumer. Positioning is the act of fixing the locus of the product offer in the minds of the target consumers. In positioning, the firm decides how and around what parameters, the product offer has to be placed before the target consumers. The significance of the product positioning can be easily understood from David Ogilvy's words, "the results of your campaign depends less on how we write your advertising than on how your product is positioned.
According to the Kotler, "positioning is the act of designing the company's offering and image to occupy a distinctive place in the target market's mind".
According to the Reis and trout, "positioning starts with a product. A price of merchandise, a service a company an institution or even a person but positioning is not what you do a product. Positioning is what you do to the mind of the prospect. That is you position the product in the mind of the prospect."
According to the Sengupta, "the aim of the product positioning is to create a preparation for out brand in the prospect's mind so that it stands from competing brands..... We must cover that space in the consumer's minds as if we had won a long term lease. We must find a strong position in that mind and sit on it.