Positioning is amenable to the following definition:

1. The position of a brand is the perception it brings about in the mind of the target consumer.
2. This perception reflects the essence of the brand in terms of its functional benefits in the judgement of that consumer.
3. It is relative to the perception held by a consumer of competing brands. The competing brands can be denoted as points or positions in perceptual space of the consumer and together to make up a product class.