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Examples of Product Positioning
Many firms have a tagline that is designed to support the firm’s/brand’s identity. A review of a tagline may help provide a clear indication of the product/brand’s desired market positioning.
But you may need to care take with this approach as some firms use a slogan for a short-term marketing campaign. As an example, the firm might use “great deals over summer” or “now with an improved taste”. These slogans do not indicate the full positioning of the brand/product, which means that interpreting the positioning intentions of the firm by simply reviewing their slogan can be difficult.
Regardless, the following table contains some famous taglines (still also referred to as slogans at times), which were designed to create a clear positioning in the minds of the target consumers.
| Tagline/Slogan | Company | Positioning Discussion |
|---|---|---|
| Melts in your mouth, not in your hands | M&Ms | This slogan clearly establishes the competitive advantage of this candy product. It highlights a single product attribute and communicates a single clear benefit to the consumer. |
| Always | Coca-Cola | This seemingly simple slogan encapsulates the ongoing connection between Coca-Cola and its marketplace. It is a product that has wide consumer appeal, strong loyalty, and is often treated like a ‘friend’ to the consumer. Hence the word ‘always’ reinforces this close consumer/product relationship. |
| When it absolutely, positively, has to be there overnight | Federal Express | This slogan highlights the efficiency and reliability of the courier and delivery service. It communicates a distinct and clear positioning of promptness and dependability. |
| We try harder | Avis Rent-a-Car | This well-known slogan emphasizes their competitive advantage in superior customer service, creating a clear positioning that the firm will go the extra mile to help customers. |
| Eat fresh | Subway | In the competitive fast food market, this simple two-word slogan differentiates Subway by emphasizing the healthiness and freshness of their menu offerings. |
| Choice of a new generation | Pepsi | This effective slogan connects with younger people (or the young-at-heart), presenting Pepsi as the preferred cola product for modern, youthful, and energetic consumers. |
| Just do it | Nike | This iconic slogan inspires action and ambition. It targets athletes and everyday individuals alike, positioning Nike as a brand that motivates and empowers its users to push their limits. |
| Finger lickin’ good | KFC | This tagline highlights the enjoyment and irresistible taste of KFC’s food, creating an emotional connection with its consumers through its unique flavor profile. |
| Because you’re worth it | L’Oréal | Empowering and affirming, this slogan positions L’Oréal as a brand that celebrates individual value and self-worth, targeting consumers who want to feel confident and valued. |
| The ultimate driving machine | BMW | This slogan emphasizes BMW’s commitment to performance and engineering excellence, positioning the brand as a leader in luxury and driving experience. |
| Think different | Apple | Encouraging creativity and innovation, this slogan aligns Apple with individuality and progress, targeting forward-thinking and design-conscious consumers. |
| Have it your way | Burger King | This slogan emphasizes customer choice and flexibility, positioning Burger King as a consumer-centric alternative in the fast-food market. |
| What happens here, stays here | Las Vegas | This slogan positions Las Vegas as a destination for unforgettable experiences and carefree fun, appealing to those seeking adventure and indulgence. |
| It gives you wings | Red Bull | This tagline aligns Red Bull with energy, action, and possibility, targeting active and adventurous consumers who seek to push boundaries. |
| The happiest place on Earth | Disneyland | Disneyland positions itself as a magical destination where joy and wonder come to life, targeting families and individuals seeking memorable experiences. |
For more examples, also see Positioning Category Examples
Which ones are the best???
Several taglines from the table stand out as highly effective due to their clarity, emotional appeal, and alignment with the brand’s competitive positioning. Here’s an analysis of some examples and how they create a competitive advantage:
1. “Just do it” (Nike)
Nike’s iconic tagline is one of the most effective examples of emotional branding. It motivates individuals to take action, appealing to athletes and anyone with a goal to achieve. The tagline transcends the product itself, positioning Nike as a brand that inspires and empowers. This broad emotional connection gives Nike a significant competitive advantage, as it resonates across different sports and demographics, creating a universal appeal.
2. “The ultimate driving machine” (BMW)
This slogan effectively positions BMW as a leader in performance and luxury. By emphasizing engineering excellence and driving experience, it appeals to high-income, status-conscious consumers who prioritize quality and innovation in a vehicle. The tagline’s focus on the product’s core attributes helps BMW differentiate itself in a competitive automotive market dominated by other luxury brands like Mercedes-Benz and Audi.
3. “Think different” (Apple)
Apple’s tagline embodies creativity and innovation, aligning perfectly with the company’s products and values. It appeals to forward-thinking consumers who see technology as a tool for self-expression and progress. This positioning creates a competitive edge by fostering strong brand loyalty and differentiation, especially in markets saturated with technology companies offering similar hardware.
4. “Melts in your mouth, not in your hands” (M&Ms)
This tagline is highly effective because it ties a specific product feature (resistance to melting) to a tangible consumer benefit (cleaner, more convenient snacking). It differentiates M&Ms in the crowded confectionery market and provides a clear competitive advantage by focusing on a unique attribute not commonly associated with competing products.
5. “Because you’re worth it” (L’Oréal)
This empowering slogan connects deeply with consumers by celebrating self-worth and individuality. It positions L’Oréal as a brand that enhances confidence and personal value, particularly appealing to women. By focusing on emotional benefits rather than just product attributes, this tagline helps L’Oréal stand out in the competitive beauty industry, fostering loyalty and emotional resonance.
6. “Have it your way” (Burger King)
This tagline highlights Burger King’s commitment to customization and flexibility, positioning it as a consumer-centric alternative to competitors like McDonald’s. By appealing to individual preferences, it differentiates Burger King in the fast-food industry, where convenience and personalization are key drivers of customer satisfaction.
7. “It gives you wings” (Red Bull)
Red Bull’s tagline aligns with the brand’s focus on energy, action, and extreme sports. It creates a strong emotional connection with active, adventurous consumers, reinforcing the brand’s association with performance and pushing limits. This positioning has allowed Red Bull to dominate the energy drink market and expand its influence into lifestyle and media.
Key Observations
- Clarity and Simplicity: Taglines like “Melts in your mouth, not in your hands” and “Eat fresh” (Subway) are straightforward and focus on specific product benefits, making them memorable and effective.
- Emotional Appeal: Slogans like “Just do it” and “Because you’re worth it” succeed because they connect with the consumer’s aspirations and emotions, fostering loyalty beyond the product.
- Competitive Differentiation: Taglines that highlight a unique selling proposition, such as BMW’s focus on driving performance or Avis’s “We try harder” (customer service), carve out a distinct position in their markets.
These examples demonstrate that effective taglines are not just catchy phrases but strategic tools that communicate brand values, resonate with target audiences, and provide a clear competitive advantage.