Position and Positioning: Understanding the Difference

Position and positioning are two terms that are commonly used in marketing and business strategy. While they may sound similar, they have distinct meanings and implications. Understanding the difference between these terms is crucial for effective brand management and marketing efforts.

Position:
Position refers to the current standing or perception of a brand, product, or company in the marketplace. It is the way a brand is perceived by its target audience in relation to its competitors. Positioning is a result of various factors, including product attributes, pricing, marketing communication, and customer experiences.

Positioning:
Positioning, on the other hand, is a proactive and deliberate strategy that companies use to shape the perception and image of their brand in the minds of consumers. It involves creating a unique and distinctive place for the brand in the market, differentiating it from competitors and appealing to the target audience.

Key Differences:

1. Nature: Position is a descriptive term that reflects the current state of a brand's perception, while positioning is an active and strategic process that involves shaping and influencing that perception.

2. Focus: Position focuses on the present, providing an understanding of the current market standing of a brand. Positioning, on the other hand, is future-oriented, aiming to build a desired perception and image for the brand.

3. Strategy: Position is a result of various factors that may or may not be under the direct control of the company. Positioning, on the other hand, is a deliberate and planned effort by the company to create a unique and favorable position in the market.

4. Competitive Advantage: Position is influenced by the overall competitive landscape, including the strengths and weaknesses of competitors. Positioning aims to establish a competitive advantage by differentiating the brand and creating a unique value proposition.

5. Customer Perception: Position is based on the perception of customers about the brand, which may or may not align with the intended positioning. Positioning, however, seeks to shape and influence customer perception to align with the desired brand image.

6. Longevity: Position can change over time due to various external factors, customer preferences, or market dynamics. Positioning, however, is a continuous and ongoing process that requires consistent efforts to maintain and strengthen the desired brand image.

In summary, position reflects the current perception of a brand, while positioning is a deliberate strategy to shape and influence that perception. Positioning is a proactive and ongoing effort to create a unique and desirable place for the brand in the market, differentiating it from competitors and appealing to the target audience.