Positioning Concept

The word positioning is a commonly used term in marketing and that in a generic way designates the way how a certain brand, product, company or organization is seen or recognized by the market or by the general population. Positioning is something about which the companies don’t have absolute control even though they are able to influence it through actions that seek to steer the positioning in a certain sense. Is something that is gradually built through time, being determined by the history of the company or brand, by its decisions, by its relation with the market, by its marketing strategies and politics, by its products fulfillment, etc.