24 positioning examples of well-known brands or companies

What do the best positionings have in common? In our quest for an answer, we have been studying the positionings of well-known brands or companies for years. We use these examples in presentations or creative sessions when helping organizations with their positioning. We develop the best positioning examples into an article.

Which positioning should we analyze? Let me know by email and we will add it!

If you search for the positioning of a specific brand, you will often come across our articles, but what if you just want to review many different positionings? Therefore, this article provides an overview of all the positioning examples we have written over the past years. Hopefully, this helps you in positioning your brand!

Positioning examples per brand/organization

1. Positioning Starbucks
   We discuss the positioning of the world’s most famous coffee chain in light of the controversy that continues to surround the brand. We also reflect on the brand’s origin and future.
2. Positioning Albert Heijn vs. Jumbo
   They constantly try to outdo each other and Jumbo is gaining ground. At least if you believe the newspapers, yet Albert Heijn has many more stores. Which positioning is #1?
3. Positioning KPN
   A brand that is constantly under construction: KPN. The repeatedly promised results fail to materialize and we wonder if KPN’s positioning is correct.
4. Positioning Red Bull
   Everyone knows this fantastic brand, whether you like the drink or not. But what 5 lessons do we learn from Red Bull’s positioning?
5. Positioning DSM
   DSM is also trying to position itself differently but we wonder if it’s too late. Is a split inevitable?
6. Positioning Unilever
   Under the leadership of its CEO, Unilever completely changed course and success followed. What can you learn from that?
7. Positioning Rabobank
   Traditional banks have struggled for years with their ‘distinctive power’ or lack thereof. How about Rabobank’s positioning?
8. Positioning Siemens
   Siemens communicates in line with vision and strategy as a storyteller, without constantly putting itself in the spotlight. How can you apply this?
9. Positioning Mercedes-Benz
   “Das beste oder nichts” is a textbook example of positioning, but how is the famous car brand doing nowadays?
10. Positioning Nike
    Marketing company Nike has successfully claimed certain values as its positioning. How did they do that?
11. Positioning Hema
    Hema is under heavy pressure and tries many things, including health insurance. But does that actually fit their positioning?
12. Positioning Heineken
    Heineken lag behind the competition for a long time. How did they turn the tide and build a successful positioning?
13. Positioning consoles Sony and Microsoft
    Every few years new gaming consoles are released and the battle between manufacturers flares up again. This time: Sony vs. Microsoft.
14. Positioning Centraal Beheer
    Everyone knows Centraal Beheer, but how many people know what you actually buy there? How valuable is this positioning?
15. Positioning The Society Shop
    Is The Society Shop caught between two stools or can it truly distinguish itself from Suit Supply?
16. Positioning James Bond
    More famous than many brands, James Bond also has a positioning. And he struggles with it.
17. Positioning Katnapolsky
    A cat hotel with a very special positioning.
18. Positioning LEGO
    Perhaps the most famous toy is so simple that its position is regularly attacked. Can it fend off these parasites?
19. Positioning IKEA
    The first budget brand to capture the masses. And how! We share 5 lessons that you can also apply.
20. Positioning Café Royal and Nespresso
    Café Royal basically takes over Nespresso’s entire positioning and makes little effort to hide it. That’s why they are Penguin of the Month.
21. What every lawyer can learn from CoolBlue’s positioning
    Service with a smile is based on their focus and expertise, which makes the company stand out, but can the CoolBlue strategy also be applied in, for example, the legal profession? We explain.
22. Decline of Apple’s positioning illustrated in positioning matrix
    Apple’s positioning, the company faces a dilemma: change course or keep cashing in at the expense of the original target group?
23. Positioning Tesla: winning strategy for selling electric cars?
    Why is Tesla’s positioning a success? We outline the positioning and Elon Musk’s influence on this unique car company.
24. Positioning MediaMarkt: WOW or copy of CoolBlue?
    Will MediaMarkt’s new positioning make a difference or is the (former) price fighter simply copying CoolBlue’s positioning?

Your best positioning example

The above examples are the brands and stories we came across, but of course there are many more. Which positionings are worth discussing or do you use as an example of good positioning? Let us know in the comments and we will do our best for you!