Being positioned by someone else restricts your choices and limits your opportunities. That's why it's so important for entrepreneurs to transform their passion into a market position. 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.