BUS602: Marketing Management

This video describes brand positioning, which is similar to product positioning.

Positioning is important to marketers due to competing products in the market. Marketers must be able to answer the question, "Why should I buy your product instead of the competitor's product"? So, the marketer must "position" the product against the competing products and clarify how and why the product is different to the consumer.

Be aware that positioning can apply to a product, brand, or company. The point is to stand out from the competing products, brands, and companies and make sure the consumer understands how your offering is different and how it meets the customer's needs.