Positioning
DEFINITION
The deliberate choice of what your product is, who it's for, and what it's better than — so that the market slots you into a clear mental category.
In depth
April Dunford's framework: positioning has five components — competitive alternatives, unique attributes, value, who cares, and market category. Skip any one and your product becomes "yet another...".
Positioning happens whether you choose or not. If you don't pick, the market picks for you — usually a generic, commoditised slot.
Related terms
Sources
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Last reviewed 14 April 2026 by Abhi Verma.