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18 Sep 2014

What is the meaning of Brand Positioning?

Brand Positioning also called as Unique Selling Preposition. 

Brand Positioning is how a product is perceived in the mind of consumer in relation to competitors’ brand in the market. Positioning is act of placing a company’s brand in consumers’ minds over and against competitors in terms of characteristics and benefits that the brand does and does not offer

  • Attribute or Benefit
  • Quality and Price
  • Use or User
  • Competition

According to Phillip Kotler, “Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the target market’s mind.” An ape the definition by Ries and Trout, “Positioning starts with the product….But Positioning is not what you do to the product. Positioning is what you do to the mind of the prospect.”

Firms can position on the basis of:

  • Attributes attached with product or service
  • High-tech image of company


  • Category of user using this product
  • Comparison with competitors
  • Entire range of services

KPE-C-001 KPE’s Advance Diploma in Pharmaceutical Product Management

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