Positioning is a fundamental concept in marketing. It was popularized in the early 1970s by Ries and Trout. It is intertwined with another basic marketing concept, differentiation. Differentiation is the creation of tangible or intangible differences between a company’s product or service and its competition. Positioning is the set of strategies that a company develops and implements ensuring that these differences occupy a distinct and valued place in the consumer’s mind relative to the competition. Positioning is based on customer perception acknowledging that perception is reality.