Marketing positioning depends a great deal on how a product or service is perceived in the minds of current and potential consumers. This perception of a product or service is then compared against competitors in order to help in the decision making process. I like to use the concept of 'perceived value,' as value can be different to different consumers. Positioning is a key component of marketing strategy.

Question: What is positioning and the two methods for accomplishing the strategy? Please expand on this with examples of application to different scenarios.