A positioning statement can be defined as: the impression of the product you want to establish in consumers' minds relative to their needs and also in contrast to the competition. O the tool that identifies the main reasons the target market buys a product and what sets it apart in the market. analyzing why consumers buy a product, the product benefit, how the product is used, and whether consumers are brand loyal in their purchase behaviour. visual representations of how products or product groups are positioned within a category to consumers/customers