The location in the consumer's mind,based on what a product offers and how that compares with the competition,is called its:

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Positioning refers to the way a product is perceived in the mind of the consumer in comparison to its competitors. Benchmarking is a comparison of a company's performance to a standard or industry average. Targeting is the process of identifying and selecting a specific group of consumers to focus marketing efforts on. Segmentation is the process of dividing a larger market into smaller groups with similar needs or characteristics. Competitive advantage refers to the unique benefit or advantage a product or company has over its competitors.

The Location in the Consumer's Mind,based on What a Product