Positioning refers to the place that a brandoccupies in the minds of the customersand how it is distinguished from the products of the competitors. In order to position products or brands, companies may emphasize the distinguishing features of their brand (what it is, what it does and how, etc.) or they may try to create suitable image (inexpensive or premium, utilitarian or luxurious, entry-level or high-end, etc.) through the marketing mix.Once a brand has achieved a strong position, it can become difficult to reposition it."

"Positioning is something (a perception) that happens in the minds of the target marketwhereas differentiation is something that marketers do, whether through product design, pricing or promotional activity."

Are these quotes saying the same thing? If so, why do you believe so? If not, why do you think not? Which of the quotes is right? And why? Is repositioning really "very difficult"?