Explain the concept of positioning.

Explanation should include a definition of positioning and an examination of examples illustrating the role and importance of positioning.

Process/Skill Questions:

• How is positioning reflected in marketing mix decisions?
• What is the purpose of developing a position?
• How is company image related to positioning?
• Why is positioning important to protect a company’s brand?
• What is the relationship between differentiation and positioning?
• What are examples of successful brand positioning strategies?
• What is attitude branding? Give examples.
• What factors affect a company’s positioning strategy?