The concept of "positioning" a brand in the mind of the buyer has evolved from the search for the most effective advertising strategy. The view that consumption objects are not notionally perceived as "products' but as conglomerations of attributes has altered the concept of positioning. Multi attribute positioning strategies rely on the manipulation of the way attributes are considered and evaluated. Several such strategies are discussed and a general framework is presented by which the interactions of positioning strategy with market conditions can be systematically explored for purposes of theory building, marketing practice and public policy.