Positioning is a marketing strategy that involves creating a distinct image and identity for a product or brand in the minds of consumers. It involves identifying and communicating the unique benefits and features of a product or brand that sets it apart from competitors. Positioning aims to create a strong and favorable perception of the product in the target market, influencing consumers' purchasing decisions and setting the brand apart in a crowded marketplace. This research area involves studying how companies can strategically position their products or brands to attract and retain customers.