I found each point illuminating; this one stood out, for me, as a good description of market positioning: "When you hear Volvo what comes to mind? Scandanavians

I found each point illuminating; this one stood out, for me, as a good description of market positioning: "When you hear Volvo what comes to mind? Scandanavians, but more importantly you probably think “Safe car.” How about Honda? Odds are “Reliable car” came to mind. This is the basic idea of positioning. What comes to mind when people hear {company name}?"