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The positioning of a product in customers' minds is key to its success or failure in the market. Position is the place the product occupies relative to its competitors, and it is only in terms of consumer perception that position has any meaning. Positioning means putting the product into the appropriate position in the consumer's mind.

Positioning means that the firm needs to develop a theme that will provide a ‘meaningful distinction for customers’ (Day, 1990). Ries and Trout (2001) stated that many products already have a distinctive position in the mind of the customer, and that these positions are often difficult to dislodge.

According to Blankson ...

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