The aim of this thesis is to elaborate the positioning strategy of IkatIket as “the cheerful and full color brand fashion” through instagram in 2018 and to acknowledge consumer’s response toward positioning done by IkatIket. As revealed by Chandra that positioning is teh way product, brands or company organizations are perceived relatively compared to competitors by current and prospective costumers. This thesis uses qualitative method with study case approach, this thesis is a qualitative descriptive thesis.The data analysis technique is using the Hiam and Schewe theory, which is eight procedures in determining positioning, which is supported by the theories of Kotler, Chandra, and Rossiter. The result of this thesis is although IkatIket didn’t applied the procedures optimally to determine positioning, IkatIket believed to be able to deliver the message of positioning as a full color brand, this could be seen from consumer's positive respons that remember IkatIket as a full color brand