Elaborate the phenomena of Brand Positioning from the company’s point of view in achieving the Market share?  How Brand Positioning affect the minds of customers from the target market point of view? Does it is necessary for the market professional to identify Points of Difference and Points of Parity? Do the above two attributes affect the daily useable products called FMCG and Durable products? Explain with the examples?  Do we need to understand the concept of “ foot in the present” and “ foot in the future” from Brand Positioning point of view?