ABSTRACT
The positioning concept is closely related to concepts such as image, identity, vision, reputation, and USP. The term “branding” is in fact the same as positioning. A company that wants to make a marketing plan must go through three main phases. First it needs to analyze “strengths, weaknesses, opportunities and threats” (SWOT analysis). Then it needs to capture this in the marketing strategy: target group choice and positioning. Choice of marketing strategy determines the five P’s: product, price, place/distribution, communication/promotion, and personnel/staffing. At the same time, the brand architecture needs to be chosen as well as brand name and visual design. The relation between marketing and positioning is therefore that positioning (and target group choice) is the core of the marketing strategy. The relation between communication and positioning is that positioning is the starting point for all brand communication.
