Positioning is amenable to the following definition:
- The position of a brand is the perception it brings about in the mind of the target consumer.
- This perception reflects the essence of the brand in terms of its functional benefits in the judgement of that consumer.
- 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.