Positioning refers to the process of establishing a brand or product's identity in the minds of consumers relative to competitors. It involves defining how a product is perceived in terms of attributes, benefits, and overall value. Effective positioning helps differentiate a brand, making it more appealing to a specific target audience. To achieve successful positioning, companies often use marketing strategies that highlight unique features or advantages of their offerings. This can include creating a distinct brand image, emphasizing quality, or focusing on customer service. Ultimately, positioning aims to create a favorable impression that influences consumer choices and loyalty.