The technical note explains the importance of the positioning strategy of the brands within the general marketing strategy of a product or a company. It also describes and analyzes the positioning as a phase in the Marketing process, the advantages of a good positioning and the common mistakes marketers run into when positioning a brand. It emphasizes segmentation as a tool for the positioning strategy.

This material is details the process of development of the positioning and its phases. It explains stages of market definition, market segmentation, reasons for segmenting or not segmenting, segmentation criteria and differentiation.