If you don't define your product or service, a competitor will do it for you. Your position in the market place evolves from the defining characteristics of your product. Is your product a luxury item, somewhere in the middle, or cheap, cheap, cheap. Total quality is a much used and abused phrase. The channel or distribution is part of positioning.
Packaging makes a strong statement.
Make sure it's delivering the message you intend. Positioning is your competitive strategy. Identify your strongest strength and use it to position your product. The product Nyquil was conceived as a superior daytime cough suppressant. Unfortunately, it made people drowsy.