Brand Positioning Examples

There are a variety of ways to position a brand, and its useful to consider brand positioning examples to illustrate how these can be effective. Perhaps the most common approach is positioning on a category or 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 the consumer, 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

Brand Positioning Example Perspectives As you can see from the brand positioning examples above, it is not necessary to position on a specific category benefit, despite the fact that the brand positioning template typically calls for one. Nor is it necessary to positioning on a single benefit (the classic Great Taste, Less Filling proves this wrong). It is however, necessary to position on a single concept or idea (Great Taste, Less Filling while two benefits, was cleverly crafted into a single idea). Also, dont confuse the brand positioning with a brand tagline (despite the fact that we are using tagline examples above to express the positioning). The brand positioning is designed as an internal statement designed to direct external communication, and should inform tagline development. The tagline itself will come out of the tagline, as tighter, more creatively inspiring copy line. Finally, while a brands positioning should be designed to be fairly enduring, a brand positioning can (and often should change) over time to reflect changes to the marketplace, including new competitors, new technological advances, and new benefits sought. A brand consultant from EquiBrand can provide additional perspective on how to create an effective strategic positioning. Call or contact us now here.