市场定位也称作“营销定位”，是市场营销工作者用以在目标市场（此处目标市场指该市场上的客户和潜在客户）的心目中塑造产品、品牌或组织的形象或个性（identity）的营销技术。是在目标市场里某产品在“竞争性比较中相对所处的位置”，这种位置——“定位”是目标市场在心目中所感知到的。一个产品的定位是潜在购买者如何看待该产品。“定位”的表达与竞争者的“位置”相关联，该词汇是1969年杰克·特鲁特在他的文章《“定位”是人们在当今人人参与的市场所进行的一场博弈》中所提出的，发表于《产业市场营销》。

“再定位”指改变在目标市场集体观念中的（自有的）产品个性，与相竞争的产品相关联。

Positioning is "the place a product occupies in consumers minds relative to competing products". Not to be confused with product positioning. Where the Journal of Advertising Research defines product positioning as a "brand’s objective (functional) attributes in relation to other brands". It comes down to the effectiveness of the Integrated Marketing Communications (IMC) strategy that the marketer uses as to how compelling the message is deciphered by the consumer. Which in turn, creates the position the brand/product occupies within the consumers mind. A well-positioned brand should accommodate the needs of the targeted segment and offer differentiation from other competing brands, where value proposition is achieved. Effective product positioning has the potential to create a powerful brand; however, if done poorly it can ruin a brands reputation, which will crush a businesses success.