8/13/2019 Brand Positioning Examples

1/2

Brand Positioning Examples

There are a variety of ways to position a brand, and its useful to consider brand positioning examples toillustrate how these can be effective. Perhaps the most common approach is positioning on a categoryor product benefit, which can be particularly effective if your brand is already the category leader, or

viable white space benefits exist. Other alternatives include positioning the product and theconsumer, positioning how the company does business and positioning directly against the competitor.Here are some brand positioning examples (using brand taglines associated with the positioning

essence): There are at least four ways to position a brand:

Position and own the category benefit

Volvo = Safety

Miller Lite: Great Taste, Less Filling

Walt Disney Company: Magic

Position the product and the consumer

U.S. Army: Be all you can be

Budweiser: For all you do, this Buds for you

Pepsi Generation

Position how the company does business

Burger King: Have it your way

United Airlines: The friendly skies of United

WalMart: Always the lowest price

Position against the competition

Avis: Were #2. We try harder

Seven-Up: The Un-cola

Apple: Think different

8/13/2019 Brand Positioning Examples

2/2