Positioning statement refers to a statement that summarizes company or brand positioning. It takes this form: To (target segment and need) our (brand) is (concept) that (point of difference). Here is an example, “To busy, mobile professionals who need to always be in the loop, the BlackBerry is a wireless connectivity solution that gives you an easier, more reliable way to stay connected to data, people and resources while on the go.
The positioning statement first states the product’s membership in a category (wireless connectivity solution) and then shows its point of differences from other members of the category (easier, more reliable, connections to data, people, and resources