There are 4 main positioning errors that companies may face:

• Underpositioning: When customers have only vague ideas about the company and its products and do not perceive anything distinctive about them.
• Overpositioning: When customers have too narrow understanding of the company, product, and brand.
• Confused positioning: When frequent changes and contradictory messages confuse customers regarding the positioning of the brand.
• Doubtful positioning: When the claims made for the product or brand are not regarded as credible by the customer.