What is Positioning or Brand Positioning?

Positioning reflectes on the choice of target market (where the company wishes to compete) and differential advantage (how the company wishes to compete) Jobber, 2007.

In my undertanding positioning is a cognitive, continuous and systematic perceptual process. In this view, Marketing management (as a clear ideological perspective) works intensively to connect - differentiate the product/service to the understanding of the customer (see previous posts in competitive differentiation). Obviously, such a dynamic process involves much more than product or even better brand positioning. A combination (e.g. a refreshing coctail) of four initially parameters are amongst some of the criteria by which consumers distinguish a difference between competing offerings.

A) Product differentiation
B) Services differentiation
C) Human Resources differentiation
D) Image differentiation