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78 Examples of Brand Positioning

John Spacey, updated on September 02, 2022

Brand positioning is a strategy that aims to give a brand a unique identity in the minds of customers relative to other brands in the market. This can be a concrete thing such as quality, functions, features or product performance. Alternatively, brand positioning is an experience thing such as a bank that's friendly and helpful. It is also common for a brand position to be nothing more than an emotion, story or concept. The following are common examples of brand positioning.

Adventure	Archetypes
Athletic / Physical Prowess	Authentic / Real
Beauty	Bizarreness (highly memorable but odd)
Bravery & Risk Taking	Celebrity Spokesperson / Endorsements
Choices & Freedom	Comfort
Convenience	Coolness
Craft / Handmade / Traditional Economy	Culture (e.g. sporting brand tied to the history and culture of snowboarding)
Customer Experience	Cuteness
Deals	Design Philosophy (e.g. minimalism)
Design Prowess	Doing Good
Down-to-Earth / Relatable	Ease of Use / Usability
Educational / Learning Experience	Entertaining / Fun
Epic Experience	Family Orientation / Family Values
Friendly	Functions & Features
Green / Environmental Conscience	Growth & Improvement
Happiness & Joy	Health & Wellness
Heritage & Tradition	Honesty & Candor
Inclusiveness	Informative / Source of Knowledge
Innovation & Invention	Intelligence
Lighthearted / Humorous	Local Presence
Lowest Cost	Luxury
Magnetism & Desirability	Masculinity / Femininity
Materials (e.g. brand of furniture that uses real hardwoods)	Mission / Compelling Purpose
Natural	Niche (e.g. a fashion brand aligned to a particular music subculture)
Nostalgia	Organic
Path to Self-Fulfilment / Life Experience	Path to Social Experience
Patriotic / Aligned to National Culture	Performance (e.g. speed)
Personal Attention	Playfulness / Youthfulness
Production & Sourcing (e.g. made in USA)	Productivity & Efficiency
Quality	Rebelliousness
Relational Capital (e.g. an investment firm with vast industry connections)	Reliability
Safety	Self-care / Indulgence
Service Excellence	Social Justice
Social Status	Sophistication
Strength & Vitality	Stylish
Sustainable	Taste
The Responsible Choice	Trendy
Trustworthy	Value For Money
Variety	Vision / Compelling Stories of the Future

An archetype is any character type that traditionally appears in stories such that it is embedded in the popular imagination.

Brand positioning should not be confused with product positioning with the latter more likely to be based on concrete things such as functions, features and value.

78 Examples of Brand Positioning

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