“Positioning” by Al Ries and Jack Trout introduces an innovative approach to shape a brand’s position in consumers’ minds amid a saturated media landscape. It elucidates strategies to establish a distinctive market presence, whether as an industry leader or a follower, emphasizing the importance of differentiation from competitors. The book offers insights on leveraging a brand’s strengths, exploiting competitor weaknesses, and effectively communicating a brand’s message to capture market share. It delves into case studies and practical techniques to reposition competitors and maximize a brand’s current standing, emphasizing the significance of a brand’s name, timing, and market trends. Revised and updated, “Positioning” remains essential reading for business professionals navigating the complexities of today’s competitive market.