The basic approach (essence) of marketing positioning is diversification of an offer (campaign platform and candidate’s image) in voters’ mind. Choice of marketing positioning strategy depends on candidate’s position on political market, and effects, such as personalization and mediatization of politics. Neccesity of diversifying the offers causes significant changes in local presidential campaigns. We can observe e.g. resignation from ideology, autonomization of local elections, concentration on candidate’s image, increase of significance of universal issues and media actions.