positionieren
to position
To place something or someone in a specific place or in a specific position.
EXAMPLE
Er positionierte die Kamera genau gegenüber dem Eingang.
He positioned the camera exactly opposite the entrance.
positionieren
to position
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Meanings
sich positionieren
to take a stance
To adopt a clear opinion or stance on a particular topic and represent it publicly.
EXAMPLE
In der Debatte müssen wir uns klar gegen Rassismus positionieren.
In the debate, we must clearly take a stance against racism.
positionieren
to position
In a business context, to deliberately place a product or brand in a market segment or in customers' minds.
EXAMPLE
Das Unternehmen will die neue Marke erfolgreich im Premium-Segment positionieren.
The company wants to successfully position the new brand in the premium segment.
Usage tips
Word family
The verb 'positionieren' (to position) is derived from the noun 'die Position' (the position). It literally means to bring something into a specific position.
EXAMPLE
Die genaue Position der Figuren auf dem Spielfeld ist entscheidend.
The exact position of the pieces on the playing field is crucial.
Style and register
'Positionieren' (to position) is a rather formal word that is often used in technical, political, or business contexts.
EXAMPLE
Der Sprecher positionierte das Mikrofon neu, um besser gehört zu werden.
The speaker repositioned the microphone in order to be heard better.
Reflexive with preposition
When expressing an opinion, the verb is used reflexively: 'sich positionieren' (to take a stance). The stance is often expressed with prepositions such as 'zu' (on), 'für' (for), or 'gegen' (against).
EXAMPLE
Die Partei muss sich klar zu diesem Thema positionieren.
The party must take a clear stance on this issue.
Use in marketing
In a business context, it is often followed by an accusative object (the product) and a location phrase for the market, e.g. 'im Luxussegment' (in the luxury segment) or 'als günstige Alternative' (as an affordable alternative).
EXAMPLE
Die Firma möchte ihr neues Smartphone im oberen Preissegment positionieren.
The company wants to position its new smartphone in the upper price segment.
Compare with
positionieren vs platzieren
to place
A product can be both platzieren and positionieren. platzieren emphasizes that it is successfully offered on the market, while positionieren additionally highlights deliberately targeting a market segment or a specific customer group. Choose „positionieren“ when this strategic focus is important.
positionieren
Das Unternehmen möchte das neue Getränk gezielt für junge Kunden positionieren.
The company wants to position the new drink specifically for young customers.
platzieren
Das Unternehmen möchte das neue Getränk erfolgreich im Supermarkt platzieren.
The company wants to successfully place the new drink in supermarkets.
In real life
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