10 Brand positioning strategies with real examples

Understanding how to position a brand is crucial for differentiating it in a crowded market. Whether you're launching a new business or refining your existing brand, effective brand positioning strategies can enhance your visibility, foster trust, and ultimately drive revenue.

In this article, we’ll break down 10 strategies for brand positioning, explain why they work, and showcase positioning brand examples from successful companies. 

What is brand positioning?

Brand positioning refers to the unique place a brand occupies in the minds of its target audience. It answers the question: Why should customers choose you over your competitors?

When done right, your branding positioning and strategy create a clear, compelling, and consistent message that makes your brand memorable and desirable; check the difference with product positioning.

Positioning brand examples

1. Price-Based Positioning

Example: Walmart

Walmart’s “Everyday Low Prices” strategy makes it the go-to retailer for cost-conscious shoppers. By consistently emphasizing affordability, Walmart has claimed a dominant market share.

Best when: You can sustainably offer lower prices than competitors without compromising too much on quality.

2. Luxury or premium positioning

Example: Rolex

Rolex is synonymous with status, elegance, and exclusivity. Its branding appeals to those who seek prestige and timeless craftsmanship.

Best when: Your product offers exceptional quality, heritage, or design that justifies a premium price.

3. Quality-Based Positioning

Example: Apple

Apple's marketing emphasizes superior design, user experience, and innovation. Consumers pay more because they believe they’re getting the best.

Best when: You can back up your claims with real performance, innovation, or craftsmanship.

4. Problem-solution positioning

Example: Grammarly

Grammarly positions itself as a productivity tool that helps users write better. It solves a clear problem: poor grammar and unclear communication.

Best when: You solve a specific pain point your audience actively wants to fix.

5. Niche market positioning

Example: Lush Cosmetics

Lush focuses on ethically sourced, handmade cosmetics. Their eco-conscious branding resonates with environmentally aware consumers.

Best when: You serve a specific audience with unique preferences or values.

6. User-based positioning

Example: Nike

Nike speaks directly to athletes and those who identify with athletic values. “Just Do It” isn’t just a slogan, it’s a call to action for an identity.

Best when: You know exactly who your ideal customer is and want to align your brand with their lifestyle.

7. Occasion-based positioning

Example: Hallmark

Hallmark positions its products around emotional milestones: holidays, anniversaries, and celebrations. They own the “special moment” market.

Best when: Your product or service aligns with specific times or emotional events.

8. Competitor-based positioning

Example: Pepsi vs. Coca-Cola

Pepsi often positions itself as the younger, more energetic alternative to Coca-Cola. This direct comparison has helped them carve out a loyal fan base.

Best when: You can differentiate yourself from a dominant market leader.

9. Value-based positioning

Example: TOMS Shoes

TOMS made headlines by promising to donate one pair of shoes for every pair sold. This cause-driven strategy appeals to values-driven consumers.

Best when: Your brand supports a social mission or ethical initiative that resonates with your market.

10. Innovation-based positioning

Example: Tesla

Tesla stands at the forefront of the electric vehicle revolution. Their brand is rooted in innovation, sustainability, and futuristic thinking.

Best when: You offer cutting-edge technology or are redefining an industry.

What do brands gain when they position their products well?

When a brand has a clear and compelling position:

• It builds customer trust and loyalty

• It differentiates the business in a saturated market

• It commands higher prices or market share

• It simplifies marketing and messaging

• It attracts the right audience with greater ease

In short, brand positioning isn’t just about branding, it’s a business growth lever. Even better, if you count on an agile marketing team, different implementations can be done in a short time.

How to position a brand: Key takeaways

If you want to understand how to position a brand, follow these steps:

• Define your audience: Understand their pain points, values, and desires.

• Study competitors: Identify gaps or opportunities in the market.

• Clarify your value proposition: Why you? Why now?

• Choose a positioning strategy: Select one or two approaches from the list above.

• Align your messaging: Make sure all channels reflect your brand’s unique position.

• Be consistent: Reinforce your brand position in every customer interaction.

Crafting a strong brand position isn’t optional; it’s essential in this competitive world. By learning from these positioning brand examples and applying tested strategies for brand positioning, you can elevate your brand and connect more deeply with your audience.

Are you ready to take the next step? Define your strategy, find your message, and position your brand where it belongs: at the top of your customer’s mind. If you need help with these strategies, you can consider digital marketing outsourcing, since it is a great way to hire a great agency like Coctel Brand, with excellent results in brand positioning in different markets.