Product positioning is the marketing term used to describe the place held by the product in the mind of the target market. Marketers strive to create a unique and meaningful identity for their products. Positioning can also apply to product-lines, brands, or organizations. A popular way to depict the position is with the Marketing Perceptual Map. In the example shown, Lincoln is the most conservative and classy brand and VW is a practical and slightly sporty brand.
At times a marketer may have a challenge to change the position of their product, this is referred to as repositioning. Another strategy in highly competitive environments is the attempt by marketers to position a competitor’s product. This is referred to as depositioning.