1. Consumer perceptions of the place occupied by a company, product, or service within a given market, measured across a range of criteria and compared with its rivals.
2. A conceptual mapping of the position of a product or service in relation to its rivals in terms of key factors (e.g. target audiences and connotations).
3. Marketing initiatives that seek to influence consumer perceptions of the relation of the company and its products or services to its competitors.
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