things, it can more easily understand the new thing. Let’s take a look at some examples: Apple computers.

What is the idea you have about Apple? A progressive technology company that delivers aesthetic high-

tech products that are very cool? That’s their position in relation to computers (an already understood

concept) and that’s effective PR. Positioning Examples

Let’s get another example: Volvo automobiles. What position does this carmaker have in your mind? Is it

a position of safety? Exactly. Remember those car crash commercials? Their position is safety; the brand

Volvo elicits the idea of safety — they’ve positioned themselves within the concept of automobiles as the

safest. That’s effective PR. Let’s take another brand: Listerine. What you think? In the realm of

mouthwash, Listerine is the one that kills germs? That’s their position in the known territory of

mouthwashes. That’s effective PR. Many businesses who have been around a local community for a long

period of time develop a mental “position” with the consumers in that area. They’re “reliable”, “cheap”,

“good”, “trustworthy”, etc. These kinds of positions develop over a long period of time and this kind of PR

happens almost incidentally. Their PR position developed without an active PR campaign. Their PR was

established by their persistence in their community over a very long period of time. Every community has

such business mainstays. The question is, is it really necessary to take 20 years to develop this kind of a

mental position? The answer is “no”. Why not proactively develop your own position and image? What

position do you wish to occupy in the mind of your prospects? How does this position relate to your

competitors? What idea distinguishes you from the others and which will communicate to your audience?

Remember the Cola commercials? Remember 7-Up’s campaign — the un-cola? That’s positioning. Instead

of going head-to-head with the leading cola companies, 7-Up established a unique position as the un-cola

which gave them a distinct advantage and virtually no competition. This also made it easy for them to be

memorable in the minds of their audience. They occupy a distinct position. Simply put, positioning in

marketing is a strategic process that involves creating an identity/ image of the brand or product within

the target customers’ minds.

What is positioning in marketing?