One of the prerequisites of marketing a new brand is to determine it’s position. According to Al Ries and Trout’s bestselling book, Postioning – The Battle of Your Mind in 1982, position stratergy is an organised system for finding a window in the customer’s mind, based on the idea that communication can only take place at the right time and under the right circumstance. A few steps should be kept in mind while determining a market positioning. 1. Analyse your competitors and their offerings- This helps in analysing gaps in the market and filling them. 2. Drafting a position statement 3. Identifying what is unique to your own product. 4. Identitfying your competitors positioning. 5. Testing the effectiveness of your brand positioning. Good brand positioning should be clear. Your audience must not misunderstand or be confused as to your offerings.