This article provides a theoretical overview of the definitions of positioning, the process of forming a strategy for placing a product in the desired position in the minds of target consumers, as a choice of competitive advantages that ensure business competitiveness. The authors substantiate the conclusion that, despite the existing variety of positioning definitions of various experts, most of them argue that the purpose of positioning is to provide a favorable difference from similar products on the market, creating a unique and favorable image in the minds of target customers. The authors point to the need to plan a position based on the difference between the company's products from competing products and providing the greatest strategic advantage in the target markets. The criteria for determining the company's position relative to competitors based on objective and subjective characteristics are considered by the authors. The reason for the choice can be unique characteristics, special properties, or the method of using the product, which favorably distinguish the product from the competitor's offer. The article substantiates the need for periodic review of the positioning strategy due to the exposure to changes in market conditions, the balance of forces in the market and, consequently, the high threat of loss/deterioration of their own positions. The authors argue that in conditions when there is increasing competition, and the previously used strategy is no longer relevant, the required selectivity and a narrowing of goals.