Positioning refers to the strategic process of defining how a product or brand is perceived in the minds of consumers relative to competitors. It involves identifying the unique attributes and benefits that differentiate the product, allowing it to occupy a distinct space in the market. Effective positioning helps consumers understand why they should choose one product over another. To achieve successful positioning, companies often use various marketing strategies, including target audience analysis, branding, and advertising. By clearly communicating the product's value proposition, businesses can influence consumer perceptions and drive purchasing decisions, ultimately enhancing their market presence.