Positioning

Today companies are all fighting for a share in market. New brands take their share stealing from existing brands. So what are brands all about? Does two brands from two different companies are any different from each other in product features or superiority? The answer is no, its just they are positioned differently. Ask any smoker who is loyal towards Malboro he will say Malboro is different. Is it really different to other cigarettes? It is not if we take a blind test the smoker wont be able to make out any difference. So why Malboro loyalist has to say its different, it is only because of Position that Malboro has created in prospects minds.