Positioning is the act of designing a company's offering and image to occupy a distinctive place in the target market's mind. Positioning starts with a product but is about positioning the product in the mind of the prospect. There are strategies for strengthening one's own position, grabbing unoccupied positions, and repositioning or deposing the competition. Positioning errors to avoid include underpositioning, overpositioning, confused positioning, and doubtful positioning. Common positioning strategies include attribute positioning, benefit positioning, use or application positioning, user positioning, competitor positioning, product category positioning, and price/quality positioning.