Positioning reflects the process of promoting an organisation-brand and/or products-services to the target groups, in ways that are most appealing to said target groups. Positioning aims to differentiate the organisation and its products from its competitors and present them as the best possible choice for the target groups. Accordingly, in the positioning process an organisation must analyse and compare:
Based on this analysis, an organisation can position and communicate its brand, products and services either in a positive (what the organisation/product does or is) or in a negative way (what the organisation/product doesn’t do or isn’t). Successful positioning is hard to achieve, but positioning must be continuously evaluated and, possibly, revised, following market changes and fluctuations.
Some Positioning strategies used in the cultural sector are (Kotler & Scheff, 1997: 117-118):