# Positioning against competitive alternatives

Define differentiated value, suitable customers and market context by comparing the alternatives customers would actually choose.

 Framework · Marketing


## Core concepts
  Competitive alternatives: what customers would do without the product
 Differentiated value: what feature differences mean for customers
 Market context: categories and audiences in which the value is understood
 

## Application
 Use this approach when brand and sales messages diverge or feature descriptions do not explain reasons to buy.


## Limitations and jurisdiction
 Changing wording alone cannot test the hypothesis without investigating customers’ actual alternatives and perceptions of value.


## Editorial perspectives
  Focused positioning: concentrate on customers who gain substantial differentiated value.
 Market expansion: test whether that value holds for new customer groups.
 

## Sources
 April Dunford · 2021-03-15
[A Quickstart Guide to Positioning](https://aprildunford.substack.com/p/a-quickstart-guide-to-positioning) Context: International reference; verify the application environment
 Source checked: 2026-10-07
 Independent editorial summary and source link; the original text is not republished.


## Related personas
  [Brand marketer](https://personawiki.app/en/personas/brand-marketer) · [Content marketer](https://personawiki.app/en/personas/content-marketer) · [Management consultant](https://personawiki.app/en/personas/management-consultant)

## Translation status
 Editorial English translation of the Korean edition. No professional translation or occupational expert review has been completed. Translation does not change the source jurisdiction.
 Translation prepared: 2026-10-09 · Source fingerprint: kb-7b99cd8896d31d2a
[Korean source](https://personawiki.app/knowledge/positioning)

## API
[JSON document](https://personawiki.app/api/v1/knowledge/positioning?lang=en)