Brand Positioning Examples: Meaning, Importance, and Cases

Brand positioning is one of the pillars of marketing. The way customers perceive your business and interact with it depends on how you position your brand. However, if you are new to marketing and branding, the concept of brand positioning can be confusing. Brand positioning examples can help.

Look at the top brands in the world, and they have one thing in common. They have an amazing brand positioning strategy. Let’s look at the meaning and importance of brand positioning, along with some examples to help you get started.

What Is Brand Positioning?

Philip Kotler defines brand positioning as designing and presenting a company’s offering to occupy the customers’ minds and enable them to differentiate the brand from other brands. It is a critical concept in marketing where a brand differentiates itself from its competitors and creates a unique and memorable image in the mind of its target customers. This includes creating brand associations and making consumers perceive the brand in a certain way.

Importance of Brand Positioning

Many marketing experts consider brand positioning as the most important concept in marketing. An adequate brand positioning strategy can pave the way for a strong marketing plan that could help generate more leads, sales, and revenue.

Some benefits of brand positioning are:

• It helps you leverage market differentiation
• It makes your design intuitive
• Amplifies your copy, storytelling, and messaging
• It justifies your pricing strategies
• Brand positioning helps you create a unique image in the crowd
• It helps you get more sales and leads
• Enables you to compete on value rather than price

In all, your brand positioning dictates your sales, marketing, and even customer satisfaction. One of the classic brand positioning examples is Apple’s brand positioning strategy. Apple is priced higher than Android phones. But it doesn’t matter how many facts and comparisons you draw in front of an Apple user. They’ll continue to pay a higher price and pay for Apple products. This clearly means that Apple has an amazing brand positioning strategy, as people are willing to pay a premium for their services.

Top Brand Positioning Examples

Having discussed the importance of brand positioning and how it can benefit a business, let’s look at some amazing brand positioning examples. In general, top brands like Coca-Cola and Nike have top-notch brand positioning strategies.

Here are some brand positioning examples.

Coca-Cola

Let’s begin the list with Coca-Cola. A strong brand positioning strategy is one of the key reasons why Coca-Cola has survived for over a century and is still going strong. In every ad or marketing campaign, the company tries to ignite the following emotions: happiness, joy, friendship, and freshness. By adhering to these emotions, the company has managed to engage younger customers.

Starbucks

Starbucks is known for its savvy and innovative branding, and rightly so. One of Starbucks’ biggest brand positioning moves, which is also one of the greatest brand positioning moves in history, is writing the customers’ names on their coffee cups. With this technique, Starbucks creates a personalized experience for its customers. The customers received this so well received that many people go to Starbucks only to click a picture of the coffee mug with their name and share it on social media.

Nike

Nike is another brand popular for its marketing and branding strategies. The brand focuses on innovation and performance and positions itself accordingly. It targets serious athletes who want to improve their performance. As a result, Nike is one of the biggest sports brands in the world.

Walmart

Who said brand positioning is not for retail stores? Walmart has played and won the branding game by positioning itself as the store of the general crowd. It allows consumers to buy everything, from groceries to food to electronics, under a single roof. The pricing of the products is competitive, making it a perfect family shopping store for everyone.

Volkswagen

Volkswagen is another brand with an amazing brand positioning strategy. One example is that the company announced that it would become the largest automaker in the world. Thus, Volkswagen positioned itself as a permanent and reliable company that buyers can trust. Moreover, the parts of a Volkswagen car are always available, and thus, the car retains its value. Therefore, buyers can see a Volkswagen car as not only a tool for commuting but an investment.

HubSpot

HubSpot isn’t a company as big as other names on this list. But it has secured a position on this list with its robust and effective brand positioning strategy. HubSpot has a very warm and friendly tone, so consumers can instantly connect with it. It also offers a wide range of freebies, which goes a long way in building trust and loyalty.

Amazon

Like every major enterprise, Amazon also has a superior brand positioning strategy. It cultivates a deep relationship with its customers. The brand positions itself as someone who caters to consumers’ needs quickly and for low prices. Furthermore, customers can freely voice their opinion on the Amazon platform by rating the product based on their performance.

How to Ace the Game of Brand Positioning?

By looking at the brand positioning examples discussed above, you may think that positioning yourself in front of an audience is simple. However, that’s not the case. You’ll need to put in a lot of research and planning to create a brand positioning strategy that works.

Here are some tips that will help you develop a strong brand positioning plan.

• Understand your audience really well.
• Create a voice for your brand and adhere to it.
• Use your core product and its history to establish your brand’s reputation.
• Come up with a good tagline that tells what your brand is all about.
• Know your competitors and what they’re doing.
• Connect with your customers on an emotional level.

Conclusion

Overall, brand positioning is an essential element of any marketing strategy. It paves the way for your marketing campaigns, advertisements, sales strategies, pricing, and customer support. Therefore, new businesses need to invest adequate time in positioning themselves in the market and creating a loyal audience.