A positioning strategy—also known as a market or brand positioning strategy—is a type of [marketing strategy](https://www.masterclass.com/articles/marketing-strategy-guide) that focuses on distinguishing a brand from its competitors. The goal of a positioning strategy is to influence consumer perception by <a href='https://masterclass.com/articles/how-to-improve-your-communication-skills' target='_blank' class='mc-text--link' data-mc-segment-trigger='true' data-mc-segment-event-type='Article Page Click' data-event-obj='{"textTag":"p","href":"https://masterclass.com/articles/how-to-improve-your-communication-skills","linkCopy":"effectively communicating","category":"automated-link"}' automatic='true'>effectively communicating</a> a brand’s competitive advantage.

The concept of positioning rose in popularity in 1969 after the publication of *Positioning: A Battle for Your Mind*, written by Jack Trout and Al Ries. There are several types of effective market positioning strategies for reaching your target audience, including product positioning and competitive positioning. 
Successful branding hinges on a company’s understanding of the market and its target audience. Here are the key components that make up an effective positioning strategy:

1. __Channel__: Your channel is how customers interact with your brand. Depending on your business model, your channel may be your <a href='https://masterclass.com/articles/how-to-build-a-sales-team' target='_blank' class='mc-text--link' data-mc-segment-trigger='true' data-mc-segment-event-type='Article Page Click' data-event-obj='{"textTag":"p","href":"https://masterclass.com/articles/how-to-build-a-sales-team","linkCopy":"sales team","category":"automated-link"}' automatic='true'>sales team</a> or your marketing team. Use market research to collect metrics on consumer desires and behaviors, then leverage this information to best connect with your customer.
2. __Customer__: Every successful positioning strategy must have a firm grasp on the [target market](https://www.masterclass.com/articles/target-market-guide) and customer needs. Knowing your target demographic will help guide decision-making when developing marketing plans. This understanding is crucial for ensuring that you’re using the correct pricing strategy to maximize profitability.
3. __Competition__: Evaluate your market position relative to your direct competitors. A positioning map (also known as a perceptual map) helps visualize where your company stands in customers' minds and can be a key tool for informing your overall <a href='https://masterclass.com/articles/how-to-develop-a-smart-business-strategy' target='_blank' class='mc-text--link' data-mc-segment-trigger='true' data-mc-segment-event-type='Article Page Click' data-event-obj='{"textTag":"p","href":"https://masterclass.com/articles/how-to-develop-a-smart-business-strategy","linkCopy":"business strategy","category":"automated-link"}' automatic='true'>business strategy</a>. 
Here are several effective positioning strategies.

1. __Product price__: A reliable differentiation strategy is to link your product with a competitive price point. 
2. __Unique value proposition__: What is your product's [unique value proposition](https://www.masterclass.com/articles/unique-value-proposition-guide)? Highlight the [features and benefits](https://www.masterclass.com/articles/features-and-benefits) of your product as uniquely equipped to meet the specific needs of your customer base.
3. __Product quality__: Customers are accustomed to paying more for higher product quality, whether real or perceived. This strategy is especially successful in the luxury market, where high quality, limited availability, and famous brand ambassadors influence purchase decisions. 
4. __Competitive positioning__: This strategy involves directly comparing your product with your competitors’ to show how yours is better or unique. 

After doing the research and deciding on a positioning strategy, it is important to communicate this to key stakeholders internally in a [brand positioning statement](https://www.masterclass.com/articles/positioning-statement-explained) and to work with marketing teams to create messaging accordingly. 
When a company changes its positioning strategy, it is known as repositioning. The need for a new positioning strategy can happen for many reasons during a product's lifecycle, including a change in consumer desires, new entrants, or changes in technology.

Become a better <a href='https://masterclass.com/articles/robin-robertss-tips-for-effective-communication' target='_blank' class='mc-text--link' data-mc-segment-trigger='true' data-mc-segment-event-type='Article Page Click' data-event-obj='{"textTag":"p","href":"https://masterclass.com/articles/robin-robertss-tips-for-effective-communication","linkCopy":"communicator","category":"automated-link"}' automatic='true'>communicator</a> with the [MasterClass Annual Membership](https://www.masterclass.com). Spend some time with Daniel Pink, author of four *New York Times* bestsellers that focus on behavioral and social sciences, and learn his tips and tricks for perfecting a <a href='https://masterclass.com/articles/daniel-pinks-tips-for-crafting-a-sales-pitch' target='_blank' class='mc-text--link' data-mc-segment-trigger='true' data-mc-segment-event-type='Article Page Click' data-event-obj='{"textTag":"p","href":"https://masterclass.com/articles/daniel-pinks-tips-for-crafting-a-sales-pitch","linkCopy":"sales pitch","category":"automated-link"}' automatic='true'>sales pitch</a>, hacking your schedule for optimal productivity, and more. 
Setting your brand apart is integral to your company’s success in a competitive market. Positioning strategies help you situate your brand within the market and differentiate it from competitors.

Setting your brand apart is integral to your company’s success in a competitive market. Positioning strategies help you situate your brand within the market and differentiate it from competitors.

What Is Positioning Strategy? 4 Types of Positioning Strategies 

A positioning strategy—also known as a market or brand positioning strategy—is a type of <a href='https://www.masterclass.com/articles/marketing-strategy-guide' target='_self' class='mc-text--link' data-mc-segment-trigger='true' data-mc-segment-event-type='Article Page Click' data-event-obj='{"textTag":"p","href":"https://www.masterclass.com/articles/marketing-strategy-guide","linkCopy":"marketing strategy","category":null}'>marketing strategy</a> that focuses on distinguishing a brand from its competitors. The goal of a positioning strategy is to influence consumer perception by <a href='https://masterclass.com/articles/how-to-improve-your-communication-skills' target='_blank' class='mc-text--link' data-mc-segment-trigger='true' data-mc-segment-event-type='Article Page Click' data-event-obj='{"textTag":"p","href":"https://masterclass.com/articles/how-to-improve-your-communication-skills","linkCopy":"effectively communicating","category":"automated-link"}' automatic='true'>effectively communicating</a> a brand’s competitive advantage.The concept of positioning rose in popularity in 1969 after the publication of Positioning: A Battle for Your Mind, written by Jack Trout and Al Ries. There are several types of effective market positioning strategies for reaching your target audience, including product positioning and competitive positioning.

What Is Positioning Strategy?

Successful branding hinges on a company’s understanding of the market and its target audience. Here are the key components that make up an effective positioning strategy:<ol class="mc-m-4"><li class="mc-my-4"> 1. Channel: Your channel is how customers interact with your brand. Depending on your business model, your channel may be your <a href='https://masterclass.com/articles/how-to-build-a-sales-team' target='_blank' class='mc-text--link' data-mc-segment-trigger='true' data-mc-segment-event-type='Article Page Click' data-event-obj='{"textTag":"p","href":"https://masterclass.com/articles/how-to-build-a-sales-team","linkCopy":"sales team","category":"automated-link"}' automatic='true'>sales team</a> or your marketing team. Use market research to collect metrics on consumer desires and behaviors, then leverage this information to best connect with your customer. </li><li class="mc-my-4"> 2. Customer: Every successful positioning strategy must have a firm grasp on the <a href='https://www.masterclass.com/articles/target-market-guide' target='_self' class='mc-text--link' data-mc-segment-trigger='true' data-mc-segment-event-type='Article Page Click' data-event-obj='{"textTag":"p","href":"https://www.masterclass.com/articles/target-market-guide","linkCopy":"target market","category":null}'>target market</a> and customer needs. Knowing your target demographic will help guide decision-making when developing marketing plans. This understanding is crucial for ensuring that you’re using the correct pricing strategy to maximize profitability. </li><li class="mc-my-4"> 3. Competition: Evaluate your market position relative to your direct competitors. A positioning map (also known as a perceptual map) helps visualize where your company stands in customers&#39; minds and can be a key tool for informing your overall <a href='https://masterclass.com/articles/how-to-develop-a-smart-business-strategy' target='_blank' class='mc-text--link' data-mc-segment-trigger='true' data-mc-segment-event-type='Article Page Click' data-event-obj='{"textTag":"p","href":"https://masterclass.com/articles/how-to-develop-a-smart-business-strategy","linkCopy":"business strategy","category":"automated-link"}' automatic='true'>business strategy</a>. </li></ol>

3 Keys of Strategic Positioning 

Here are several effective positioning strategies.<ol class="mc-m-4"><li class="mc-my-4"> 1. Product price: A reliable differentiation strategy is to link your product with a competitive price point. </li><li class="mc-my-4"> 2. Unique value proposition: What is your product&#39;s <a href='https://www.masterclass.com/articles/unique-value-proposition-guide' target='_self' class='mc-text--link' data-mc-segment-trigger='true' data-mc-segment-event-type='Article Page Click' data-event-obj='{"textTag":"p","href":"https://www.masterclass.com/articles/unique-value-proposition-guide","linkCopy":"unique value proposition","category":null}'>unique value proposition</a>? Highlight the <a href='https://www.masterclass.com/articles/features-and-benefits' target='_self' class='mc-text--link' data-mc-segment-trigger='true' data-mc-segment-event-type='Article Page Click' data-event-obj='{"textTag":"p","href":"https://www.masterclass.com/articles/features-and-benefits","linkCopy":"features and benefits","category":null}'>features and benefits</a> of your product as uniquely equipped to meet the specific needs of your customer base. </li><li class="mc-my-4"> 3. Product quality: Customers are accustomed to paying more for higher product quality, whether real or perceived. This strategy is especially successful in the luxury market, where high quality, limited availability, and famous brand ambassadors influence purchase decisions. </li><li class="mc-my-4"> 4. Competitive positioning: This strategy involves directly comparing your product with your competitors’ to show how yours is better or unique. </li></ol>After doing the research and deciding on a positioning strategy, it is important to communicate this to key stakeholders internally in a <a href='https://www.masterclass.com/articles/positioning-statement-explained' target='_self' class='mc-text--link' data-mc-segment-trigger='true' data-mc-segment-event-type='Article Page Click' data-event-obj='{"textTag":"p","href":"https://www.masterclass.com/articles/positioning-statement-explained","linkCopy":"brand positioning statement","category":null}'>brand positioning statement</a> and to work with marketing teams to create messaging accordingly.

4 Types of Positioning Strategies 

When a company changes its positioning strategy, it is known as repositioning. The need for a new positioning strategy can happen for many reasons during a product&#39;s lifecycle, including a change in consumer desires, new entrants, or changes in technology.

What Is Brand Repositioning?

Become a better <a href='https://masterclass.com/articles/robin-robertss-tips-for-effective-communication' target='_blank' class='mc-text--link' data-mc-segment-trigger='true' data-mc-segment-event-type='Article Page Click' data-event-obj='{"textTag":"p","href":"https://masterclass.com/articles/robin-robertss-tips-for-effective-communication","linkCopy":"communicator","category":"automated-link"}' automatic='true'>communicator</a> with the <a href='https://www.masterclass.com' target='_self' class='mc-text--link' data-mc-segment-trigger='true' data-mc-segment-event-type='Article Page Click' data-event-obj='{"textTag":"p","href":"https://www.masterclass.com","linkCopy":"MasterClass Annual Membership","category":null}'>MasterClass Annual Membership</a>. Spend some time with Daniel Pink, author of four New York Times bestsellers that focus on behavioral and social sciences, and learn his tips and tricks for perfecting a <a href='https://masterclass.com/articles/daniel-pinks-tips-for-crafting-a-sales-pitch' target='_blank' class='mc-text--link' data-mc-segment-trigger='true' data-mc-segment-event-type='Article Page Click' data-event-obj='{"textTag":"p","href":"https://masterclass.com/articles/daniel-pinks-tips-for-crafting-a-sales-pitch","linkCopy":"sales pitch","category":"automated-link"}' automatic='true'>sales pitch</a>, hacking your schedule for optimal productivity, and more.

Want to Learn More About Sales and Motivation?

Setting your brand apart is integral to your company’s success in a competitive market. Positioning strategies help you situate your brand within the market and differentiate it from competitors.

Setting your brand apart is integral to your company’s success in a competitive market. Positioning strategies help you situate your brand within the market and differentiate it from competitors.
