Who is associated with the concept of positioning in marketing?

The concept of positioning in marketing is primarily associated with Jack Trout. Trout, along with his colleague Al Ries, introduced the concept in their influential book "Positioning: The Battle for Your Mind," published in 1981. They articulated how positioning refers to the strategy of defining a brand or product's place in the minds of consumers relative to competitors. This idea emphasizes the importance of creating a distinct image and identity in the marketplace, allowing consumers to perceive and differentiate brands based on specific attributes or benefits.

Trout's work focuses on how businesses can effectively communicate their unique selling propositions and shape consumers' perceptions, making positioning a foundational aspect of strategic marketing. Understanding positioning is crucial for marketers as it helps them tailor their messaging and brand strategies to better resonate with their target audience.