Positioning Strategy Examples

Executive Summary: We will review the positioning strategy examples from 11 leading brands that are spotlighted by seven industry sources.  In total, these reviewers nominated 109 brands, and the brands identified here are the ones that were most consistently recognized.  Apple emerges as the most consistent example, followed closely by Tesla, Nike and Coca-Cola.   The next group of brands also have significant acclaim: Starbucks, Amazon, Walmart, Google, Dove, Patagonia, and IKEA.  We conclude with a portfolio case study comparing Banana Boat and Hawaiian Tropic to illustrate how different brands in the same product category are strategically positioned for distinct target audiences.

11 Top Brands Consistently Identified: Apple, Nike, Coca-Cola, Starbucks, Tesla and More

Most popular positioning strategy examples focus on the situation where a company needs to position one brand in a market space.  At times, the brand is positioned in a single product category. For example, Coca-Cola and Pepsi are focused on carbonated soft drinks.

Other popular positioning examples are for brands that have extended across several categories, for example Nike in athletic performance apparel and shoes or Disney in movies, TV, and theme parks. Still other popular examples are for retailers that span multiple categories, such as Amazon.

What’s not often reviewed in positioning strategy examples is how a company that has several brands can position each within a similar market category or space.

In searching for positioning strategy examples, seven sources identify leading examples. These are:

1. Nine Blaess
2. New Breed
3. Allegrow
4. Zendesk
5. Smartsheet
6. Ebaqdesign
7. Hubspot

From the 109 brands that these sources cumulatively identified as having strong positioning strategy examples, 11 brands rose to the top for consistent performance, selected by 3 or more sources.

Top-Tier Positioning Strategy Example: Apple

At the top tier, Apple is most consistently identified by 100% of these sources as a great positioning strategy example.  This universal acclaim is remarkably consistent, in that four years ago seven different sources also all identified Apple. These sources highlight Apple for positioning itself on seamless and beautiful user experience, innovation, design and high quality.  The positioning applies whether it’s the:

• Apple Store
• Apple Music
• iPhone
• iPad
• Mac
• Apple Watch
• Apple TV

This is consistent with earlier reviews that also cited Apple for innovation, premium positioning, and unique end-to-end experience. 

Specific taglines noted are “Think Different” and “Everything is easier on a Mac.”  The connection is made that “if you are an Apple person, you are also innovative, imaginative and creative.” Apple fanatics, known for their “cult-like” dedication to the brand will wait outside the Apple store as this video from Apple’s 2024 iPhone 16 release in Thailand shows.   Another source mentions that “Apple exploits the human need to belong.”  Whether a cult or not, it’s evident that the emotional benefits are meaningful.

In addition to these sources, there are many articles and several books published about Apple’s positioning strategy and marketing success including:  

1. Apple’s Secret Of Success – Traditional Marketing Vs. Cult Marketing.  As the title suggests, explains that Apple is a cult brand, hence the Apple fanatics.
2. The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google. This work explains that Apple is a luxury brand, appealing to fundamental human emotions.

In August 2025, Apple announced its $600 billion commitment to US manufacturing and 450,000 United States jobs. And, despite being relatively newer, Apple earns the top spot for positioning strategy (i.e., it was created in 1977), a few years after Nike and many years after Coca-Cola. Apple is also an example of a brand that has extended across several categories.

Second-Tier Positioning Strategy Examples:
Tesla, Nike and Coca-Cola

For the second tier, Tesla, Nike and Coca-Cola are regularly considered to have great positioning strategies. These brands are listed among the top positionings by five or more reviewers out of seven.

Tesla is the only brand out of the top positioning strategy examples that moved up a tier, with six of seven sources identifying it as a well-positioned brand. Nike and Coca-Cola retained their second-tier positions as well recognized positioning strategy examples.

Tesla is recognized for moving the electric vehicle industry forward and changing the future for drivers and for energy use. Tesla was created in 2003, and got its start in one product category, electric vehicles. Today, however, Tesla has expanded to robotaxi service, vertical takeoff and landing aircraft, humanoid robots (Optimus) and numerous energy products, such as solar panels for the home and charging stations.

Reviewers recognize the Tesla brand as differentiated on sustainability, cutting-edge technology, high performance and innovation. And, like Apple, reviewers mention that Tesla has a premium position and is known for its modern design (that may or may not be to your taste).

These brand positioning aspects fit entirely with Tesla’s mission statement “Our mission is to accelerate the world’s transition to sustainable energy”.

Like Apple, numerous books have been published that explore Tesla’s brand positioning, along with many other books that are more focused on Tesla’s CEO Elon Musk. These include:

1. Tesla’s Current State and Brand Potential
2. The History of Tesla

Even though Tesla’s brand loyalty reportedly fell from 73% to 50%, along with numerous Tesla cars being set on fire in acts of vandalism, it’s hard to argue with the brand’s innovation and product excellence.    It’s evident that Tesla will continue to innovate, despite these challenges in its core EV category.

How is Nike Still as Fresh as in 1971?

In the case of Nike, the brand (first marketed as Nike in 1971) is extended across several product categories, including athletic apparel, footwear and accessories. There is even a Nike Apple Watch, combining these two powerful brand equities.  

The Nike brand positioning strategy is identified by these sources as focused on serious athletes to give a performance edge, while also providing comfort.  Emotionally, the brand is recognized as empowering its consumers with strong emotional appeal.  Despite its controversial origin, the famous “Just Do It” tagline has endured. The 2018 “Dream Crazy” campaign continued empowerment, encouraging consumers to persist with bold athletic dreams.  The “So Win” brand anthem started in early 2025 to recognize the rise of women in sports and celebrate their achievements while continuing to provide encouragement.

How Coca-Cola Is Infused with Positivity

While the Coca-Cola company offers apparel and accessories, the brand first created in 1886 still dominantly competes in the carbonated soft drink (CSD) category. In addition to such classics as Coca-Cola, Diet Coke, and Coca-Cola Zero Sugar, a new flavor variety of Coca-Cola Orange Cream was introduced in 2025 for a limited time.  Says Sue Lynne Cha, VP of Marketing, North America, Coca‑Cola Trademark:

“Coca‑Cola Orange Cream will appeal to variety seekers looking to mix up their routines, find joy in trying new things and discover their next favorite beverage. We’re constantly on the lookout for trending flavors while staying true to the essence of Coca‑Cola.”

Coca-Cola’s positioning strategy focuses on positivity and positive experiences while drinking Coca-Cola. According to these reviews, over time, Coca-Cola has consistently focused on happiness, quality, the joy of sharing and togetherness. These sources cited the current “Taste the Feeling” and historical “Always” taglines. In 2025, the “Share a Coke” campaign was relaunched.  

One review explains that Coca-Cola follows a culturally-based positioning strategy that aligns the:

“brand with the values, traditions, and aspirations of diverse cultures. By understanding and respecting the cultural nuances of different regions, brands can create meaningful connections with consumers and foster a sense of belonging and positivity within and among different communities. This strategy emphasizes inclusivity, diversity, and cultural appreciation to resonate with a global audience.”

The Coca-Cola company also produces a number of other soft drink brands including Sprite, Fanta, Barq’s, Fresca, and more. Each of these brands has its own positioning strategy. We will explore an example of a company with two similar care brands in the same category after reviewing the other consistently performing brands.

Third-Tier Positioning Strategy Examples:
Starbucks, Amazon, Patagonia, Walmart, Google, IKEA and Dove.

These seven third-tier positioning strategy examples are also are each identified by three or more sources as top brands: Starbucks, Amazon, Patagonia, Walmart, Google, IKEA and Dove.

Why Starbucks Tops the Third Tier

Starbucks stands out on this tier, as it is the only third-tier brand selected by four sources. Starbucks is identified as a brand that focuses on delivering premium quality and a customized experience for each individual. The brand offers a wide variety of beverages in its retail stores, and through Pepsi, in ready-to-drink products in supermarkets.  and the brand was first created in 1971, the same year as Nike.

The Starbucks brand is so well known for offering a premium experience that one large-scale, mixed-use development planner opined that having the Starbucks logo in the illustrations was helpful to getting investors interested.  These reviewers mention that Starbucks offers the “third place” for consumers who order in store (beyond home and work) where they can relax and feel comfortable.  In addition to its premium quality coffee and a personalized experience, Starbucks is also focused on delivering convenience, which is challenging, as 70% of orders were mobile app and drive through as of July 2024. 

Starbucks CEO Brian Niccol (formerly of Chipotle) is focused on a “Back to Starbucks Strategy.” For 2026, he promises innovation to elevate the customer experience, fuel growth and more.  He acknowledges the business is in a turnaround mode and believes it is ahead of schedule.  Mid 2025 results showed declines in same-store sales, but overall revenue increases due to new store openings (despite closures), with a total store count of over 41,000 globally.

Do You Even Remember Amazon Was a Bookstore?

Starting in 1995 as an online bookseller, Amazon has expanded across multiple product and service categories. Amazon is now recognized by sources for a brand positioning strategy of offering everything you need in one place, quick delivery, the perception of low prices, efficiency (“One Click”), customer ratings and customization. Today, many product searches start on Amazon. Consumers also check prices on Amazon.

Amazon’s dominance in online spending in the United States is well recognized at an estimated 38% share in 2024. These reviewers note Amazon follows a convenience-based positioning strategy, where it promises to be more convenient than others, while offering a wide product selection.

With over 200 million Amazon Prime members (as of last available company statement in 2021), Amazon offerings go well beyond physical merchandise to entertainment with Prime Video and Amazon Luna (cloud gaming).  There are devices to encourage commitment to Amazon’s ecosystem like Alexa, Fire Tablets and TV, Kindle, Audible and more.   Of course, despite its eCommerce dominance, Amazon still makes most of its profit from AWS.

The 2024 campaign “It’s on Prime” showcases how consumers can purchase that perfect item to look cool in school, survive a breakup and more.  Lately, I’ve seen a lot of spots with college roommates ordering from Amazon to personalize their space or address roommate neatness issues.

Why is Walmart the Newest Top Positioning Strategy Example?

New to the list of top positioning strategy brands in 2025 is another retail powerhouse – Walmart. Walmart is known for its affordability focus and low price-based positioning strategy.  Reviewers note that the brand appeals to cost-conscious consumers who want value, and that Walmart’s “Save Money, Live Better” tagline trumpets the brand’s pledge to deliver value to shoppers and gain deep market penetration. 

A 2025 campaign, “Walmart. Who Knew?” showcases the expanded online inventory, such as a sauna, clogging attire and more.   Walmart recently shared that a third of its online deliveries from stores take three hours or less.  

Walmart’s market penetration is unquestionable:

• Walmart reported $680 billion in revenues for 2024
• 10,750 stores in 19 countries (including Sam’s Club)   
• 18% of sales were eCommerce in 2024, over $100 billion

What is Google’s Positioning Strategy?

Tech powerhouse Google is also recognized by these sources as a top positioning strategy example.  Unlike other brands on the list, however, there is less consistency and clarity about Google’s positioning strategy.  

One reviewer focuses on the Google brand’s differentiation positioning strategy, describing how the 2015 “Do the Right Thing” motto:

“highlights its unique search features, innovations, and ethics to stand out from competitors.” 

The “Do the Right Thing” catchphrase was an evolution from the earlier “Don’t be evil” mantra.   A second reviewer focuses on how Google Meet is differentiated from Zoom by focusing on friends and family connecting from home.   It will be interesting to see if there is more clarity in the future about Google’s positioning strategy.

Can Dove’s 20-Year Campaign Still See Impact?

The Dove brand is a widely-celebrated positioning strategy example, with its award-winning “Real Beauty” tagline.  This campaign came from the initial insight that only 2% of women considered themselves beautiful and has been resonating for more than 20 years.

These reviewers describe how the campaign features normal women and encourages them to embrace their natural selves, promoting body positivity and self-esteem.  Like Nike’s empowerment message, this creates a strong emotional connection with consumers.  It also showcases diversity and is inclusive and welcoming.

One execution that is highlighted by the reviewers is “Reverse Selfie,” which attempts to reverse social media impact among teen girls.  

Why Does Patagonia’s Positioning Strategy Make the List?

The outdoor brand Patagonia is identified as a new third-tier positioning strategy example.   Patagonia is well-recognized as a socially-responsible brand that promotes sustainability and offers high-quality products.   Reviewers mentioned the “Don’t Buy this Jacket” ad published in 2011 and promoted the Common Threads Initiative, i.e., Reduce, Repair, Reuse, Recycle, Reimagine.  Patagonia’s mission statement is:

“We’re in business to save our home planet.” 

We previously explored Patagonia’s brand positioning along with eight other outdoor brands.

A 2025 Patagonia advertisement reiterates the brand’s positioning as follows:

“Scope. We build our gear. To last a lifetime. We guarantee everything we need. We source and soar. As responsibly as we can. And we’ll fix almost anything that breaks. We support grassroots activism.  And every dollar that doesn’t go back into our business goes to work protecting the Earth.”

What Sets IKEA Apart?

IKEA is another new player in the third-tier set, recognized as a positioning strategy example. According to these reviewers:

• IKEA’s value-based positioning strategy is clear and consistent
• The brand offers functional, stylish, and affordable home solutions      
• The customer is celebrated as making a smart choice 

Other executions build emotional connections, for instance by “Supporting First Steps” with IKEA furniture in the background of adorable toddlers.

Fourth-Tier Positioning Strategy Examples

The 10 brands that are identified as top positioning strategy examples by two sources are the following:

1. Disney (previously identified as third tier)
2. Pepsi (previously identified as third tier)
3. Hubspot (previously identified as third tier)
4. Netflix (new to the list)
5. Slack (new to the list)
6. Harley Davidson (new to the list)
7. Red Bull (new to the list)
8. Lululemon (new to the list)
9. Adidas (new to the list)
10. Airbnb (new to the list)

When we first analyzed the top performing brands in 2021, Hubspot, Disney and Pepsi were identified more frequently as top positioning examples. Today, they are still recognized but less consistently. It will be interesting to see if these brands reemerge on the next update.  

By comparison, Pepsi’s competitor Coca-Cola continues to be selected as a great positioning strategy example in the top tier.  Similarly, athletic brand Nike is widely regarded as excellent, and it is interesting to see its competitors Adidas and Lululemon becoming more recognized in 2025 as good positioning strategy examples.  

Also new to the list are Airbnb, Harley Davidson, Slack and Netflix. And, two brands that made the third tier previously dropped off the list altogether: Jet Blue (not selected by any sources) and Chipotle (selected by just one source).

Positioning Strategy Examples: Portfolio Case Study in Sun Care

As we’ve seen, many of these examples explore a brand’s positioning in a specific product category or an overarching brand positioning across multiple product and services categories.

Brand positioning in a situation where a company has more than one brand in the same product category is less frequently explored.

This portfolio case study for brand positioning comes from Insight to Action’s experience working with the Banana Boat and Hawaiian Tropic brands, both of which compete in the $1B sunscreen category.

At the time we were working with these brands, they were both owned by Energizer Personal Care (now Edgewell Personal Care). The Hawaiian Tropic and Banana Boat brands share a few common equity attributes from their history:

• “Tropical” / island heritage
• For sun protection
• Lighthearted

By comparison, one of the leading competitor brands in the category is Neutrogena, which comes from a more clinical, medical heritage and Coppertone, which comes from an all-family heritage. In 2019, Neutrogena had two of the top 10 sun protection brands (Neutrogena Ultra Sheer and Neutrogena Beach Defense), while Coppertone had Coppertone Sport and Coppertone in the top 10. Banana Boat had Banana Boat Ultra Mist Sport Performance, Banana Boat Sport Performance and Banana Boat Ultra Sports, while Hawaiian Tropic had Hawaiian Tropic.

We’ve provided specifics on the Banana Boat positioning strategy example, including the positioning framework and an advertising execution example. Let’s compare how the Hawaiian Tropic brand, which is owned by the same company, developed a separate positioning strategy with distinct consumer targets.

We’ll compare the classic brand positioning framework as follows:

• To target [specific audience],
• For [defined] frame of reference,
• Brand X is the [functional/emotional] point of differentiation
• Because [attributes] reasons to believe

The positioning strategy statements were translated into advertising execution that reflected the different targets and brand positioning as shown below.

In 2025, Hawaiian Tropic’s advertising showcases Alix Earle:

“the internet star in a playful Kama Sutra-inspired spot of ‘tan-tric positions.”

It’s a sensual take on sun protection that seems very consistent with the Indulgent Sun and Beauty Seekers target. Banana Boat’s 2025 advertising features its MLB sponsorship with “Banana Boat sunscreen, part of your gameday ritual.”  It’s clear that the two brands are positioned very differently despite their shared tropical heritage.

For more perspective on positioning strategy, visit Insight to Action’s positioning strategy resources page. And subscribe to our newsletter for more market insights.