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78 Examples of Brand Positioning

 , 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.
Overview: Brand Positioning
Type
Definition (1)
A strategy that aims to give a brand a unique identity in the minds of customers relative to other brands in the market.
Definition (2)
The character or defining attributes of a brand.
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