<P> Positioning refers to the place that a brand occupies in the mind of the customer and how it is distinguished from products from competitors . In order to position products or brands , companies may emphasize the distinguishing features of their brand ( what it is , what it does and how , etc . ) or they may try to create a suitable image ( inexpensive or premium , utilitarian or luxurious , entry - level or high - end , etc . ) through the marketing mix . Once a brand has achieved a strong position , it can become difficult to reposition it . </P>
the place the firm wishes to occupy in the target consumer 's mind is called
Positioning