Positioning defines where your product or Service stands in the market in competition to other competitors offering similar products and services in the marketplace as well as in the minds of the consumer. Positioning is a marketing strategy that aims to make a brand occupy a distinct position as compared to competing brands, in the hearts and minds of the customers. Companies apply product positioning strategy either by emphasizing the distinguishing features of their brand (what it is, what it does and how, etc.) or they may try to create a suitable image (inexpensive or premium, utilitarian or luxurious, entry-level or high-end, etc.) through advertising. Once a brand is positioned, it is very difficult to reposition it without destroying its credibility.