The idea of developing a position for the organisation as a whole rather than for individual products is becoming increasingly important in many markets. Organisational positioning is perhaps most important for markets in which the purchase decision is driven as much by the organisation as it is by the product. This is particularly true in services where the reputation of the organisation becomes a key factor in purchasing, especially if the risk of makingapoor choice is high, e.g. Medical Services, insurance, banking. or is a key factor in attracting customers to the distribution site, e.g. supermarkets.