The concept of position can have two distinct meanings. On the one hand, it refers to the place a product occupies in consumers’ perceptions relative to its competitors, taking into account various criteria such as price, image, and features. In this context, we speak of positioning in the usual sense of the term. On the other hand, it can refer to the position a product occupies in the market based on its commercial performance, whether as a leader, follower, or challenger.