positionieren

Positionieren is a German verb meaning to position, place, or locate something. In business and marketing, positionieren a product, brand, or company means shaping how it is perceived by a defined audience. The goal is to occupy a distinctive and valued place in the consumer’s mind relative to competitors. The associated noun is Positionierung, and the process is commonly referred to as positioning.

Key elements include the target audience, the frame of reference (the category the offering competes in), and the differentiating benefit. A positioning statement summarizes who the offering is for, what makes it different, and why it matters. Effective positionierung is reflected across product design, pricing, distribution, and communications, ensuring consistent signals to the market.

Process typically involves market analysis and segmentation, choice of the target segment, definition of the value proposition, and development of messaging and creative concepts. After implementation, monitoring metrics such as awareness, consideration, preference, and purchase intention helps determine whether the position is being perceived as intended. Repositionierung may be necessary in response to new competitors, changing customer needs, or market shifts.

Examples include positioning a product as a budget-friendly but reliable option, or as a premium, high-quality brand. Positioning also applies outside marketing: in design or user interfaces where the placement of elements influences perception, or in organizational strategy when teams are positioned within a market or ecosystem.