Abstract
The article deals with peculiarities of positioning strategy implementation in the rhetoric of the President of Russia V. V. Putin. An attempt was made to project the concept of positioning from the commercial to the political sphere. Marketing positioning methods are considered through the prism of political discourse strategies. The material of the study was the most significant for positioning speeches by V. V. Putin for the period from 2017 to 2020. In the course of the analysis, fragments of speech were identified in which the image of competitors and an assessment of their activities are clearly or implicitly present. All examples, grouped by common semantics, represent different linguistic ways of expressing the idea of positioning. Based on the identified tactics and their communication moves, a positioning scheme for the Russian leader is proposed.
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