What is the difference between positioning and enhancing the image of a company?

Positioning is a very simple concept yet extremely difficult to achieve i.e. to own a space in consumers' mind that with time gets tough to remove (e.g. Apple is cool, which is one of the most complicated positioning a brand can have). Image is how a brand is perceived and it is similar to a person's image. Image is what the brand does and how she behave. It is the sum of behavior and actions that when done in a consistent manner will result in a positioning.

So enhancing the company's image is activating all the elements that constitute the brand in a coherent manner until it is reminded positively (brand recall)

Positioning is what you would like to see the company in a time-frame. Enhancing the image is a byproduct of positioning as well as a dividend of good service, a fine product and reputation.

I believe positioning is one of the way to enhance the image of the company. In a dynamic and changeable environment, enhancing a company throughout brand equity should include not just one procedure, as positioning, but the strategy should consider a holistic approach such as targeting the right market and segmenting the chosen market to position the company; in addition the image should enhance throughout relationship marketing (consumer marketing, events, marketing partners and stakeholders, and so on), and it should be suggested to use endorsers to create brand equity or partner with other brands