Positioning serves as a marketer's bridge between the levers of the 4 P's and corporate strategy. This article will examine the basis of positioning from a nontechnical perspective, exploring the conceptual foundations of positioning and developing some prescriptive recommendations for marketers.

Understanding the markets, market sizing, brands, their brand equity, as well as the innovation pipeline for the organization is critical. Both companies may have growth strategies and plans that may not be achievable through organic growth, and a merger or acquisition comes in..