Contents
Examples of Positioning by Category
Tagline/Slogan |
Brand |
How is it positioned? |
|
Snap, Crackle, Pop |
Rice Krispies (or Rice Bubbles) |
By product attribute Simply highlighting the attribute of noise that this cereal makes, which adds a fun benefit to the product |
|
Finger lickin’ good |
KFC |
By product attribute Focuses on the enjoyable taste of the product |
|
No battery is stronger longer |
Duracell Batteries |
By product class and by product attribute Indicates that the battery is the leading product in its product class for durability |
|
The un-cola |
7-up |
Against competition and by user Suggests a clear alternative to cola drinks and was designed to appeal to certain attitudes held among the target market |
|
Everything is easier on a Mac |
Against competition Is targeting IBM style computers, highlighting that the Mac is much simpler and easier to use |
|
|
Once you pop, you can’t stop |
Pringles |
By product attribute Highlights that the taste is irresistible |
|
Impossible is nothing |
Adidas |
By user Taps into the self-identity and motivation of serious sportspeople |
|
Don’t leave home without it |
By use/application States that the product is vital when you are traveling |
|
|
Have it your way |
Against competition Highlights the flexibility of their menu choices, implied against McDonald’s offerings |
|
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A glass and a half in every half pound |
By product attribute Simply focuses on a single ingredient |
|
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Melts in your mouth, not in your hands |
M&Ms |
By product attribute Connects a product feature directly to the benefit it provides
|
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Always |
Coca-Cola |
By user Targeted at regular consumers who feel connected to Coke |
|
When it absolutely, positively, has to be there overnight |
By product class States that there is no competitive alternative when you want promptness and reliability |
|
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We try harder |
Against competition Targets the market leader (Hertz), by implying that they are lazy and complacent, particularly in the area of customer service |
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Eat fresh |
Subway |
By product class Highlights their fresh menu items, against the range of fast food options available |
|
Choice of a new generation |
By user and against competition Tapping into the youth market; this is your drink and clearly targeted against Coca-Cola |
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