What does positioning refer to in marketing?

Positioning in marketing refers to the process of promoting products in a way that distinguishes them from competitors and helps them occupy a specific space in the minds of consumers. This involves highlighting unique attributes, benefits, and qualities of a product or brand that resonate with the target audience. The goal is to create a strong brand image and identity that makes the product stand out in a crowded marketplace.

By effectively positioning a product, a business can improve its appeal to customers and drive preference over competing options. This strategy is vital for building brand loyalty and can significantly influence consumers' purchasing decisions. Thus, promoting products to stand out in the market encapsulates the essence of positioning.