Examples of Global Brand Positioning strategy
Clarke Ricks School of Business,
Liberty University
BUSI 690: Policy and Strategy in Global Competition
Dr. Hicks
June 8, 2022
Examples of Global Brand Positioning strategy
Once the Brand Positioning is in place, the tagline or the brand slogan is attached with the
logo of the brand too that aptly conveys the attributes and unique selling proposition in a
creative and strategic manner.
Here are some brands which are perfect examples of Brand Positioning as they are the
brands with the highest TOMA (Top of the mind awareness) in their industry.
Automobile sector
1) BMW
2) Audi
BMW and Audi are the 2 companies which have the top brand positioning in the automobile
sector.
Consumer electronics
3) LG
4) Samsung
5) Sony
6) Panasonic
In consumer electronics and white goods, the market is tough. However, these 4 companies are
the ones which have the best brand positioning in the customer mindset.
Banking
7) ICICI
8) HDFC
In banking too, the market is tough and has a lot of players. However, when you talk of top
class service and features and benefits, you will find that ICICI and HDFC are two companies
with top brand positioning mindset.
Food and beverages
9) Coca Cola & Pepsi (Soft drinks)
10) Cadbury (Chocolates)
In Food and beverages, Coca Cola and pepsi are the two strongest players with top positioning
for Beverages. For food based products, Cadbury has the top brand position in customers mind.
FMCG
11) HUL
12) P&G
In the FMCG sector, stalwarts and big time players like HUL and P&G have a higher standing
than any other. However, many a times, the customer will know the products of these
companies rather than the parent company itself.
Pharmaceutical
13) Johnson and Johnson
14) Cipla
With Cipla’s Ipill and Johnson and Johnson nappies, the pharmaceutical sector has these two
players with the top positioning.
IT and technology
15) Accenture
16) Infosys
17) TCS
A sector which is predominantly dependent on western countries. IT and technology has three
main players with top positioning. However, in the above order, TCS is in contention to take the
number 1 spot and Infosys is slowly but surely leaving the top 3 ranking.
Retail
18) Trent
19) Pantaloons
The retail revolution in India has been profound and both Trent (Tata group) and Pantaloons
have been the leaders and they have the top positioning in the Retail segment.
Smart Phones
20) Apple
21) Samsung
Conclusion
Brand Position is one of the crucial elements of the entire brand architecture
and strategy as it conveys the values, ethos, vision, and the fundamentals of the brand and the
overall company.
