Check Out these 6 Cool Brand Positioning Examples That Worked

Kapil Vaishnani
by Kapil Vaishnani  |  6th Apr, 2020 in Branding

Beardo and ByJu’s – two names that have risen to great heights in a short while. How did they do this? They positioned their brand well. That is why they figure top on the list of our brand positioning examples –

What is brand positioning?

Positioning is the process of creating your brand identity in the minds of your audience. It differentiates your product, but it is neither your USP (Unique Selling Point), nor your brand identity. It is what your customers feel when they hear your brand name.

Think of it this way –

  • You want your brand to evoke a certain emotion.
  • You want to create a certain image in the minds of your consumer.
  • You present your brand the way you want your consumers to see it.

That’s positioning – and it’s not as easy as it sounds.

Let’s look at some brand positioning strategy examples –


Epigamia – from Drum Foods International – was just another ice cream brand until they began leveraging their lactose free element in yoghurt having realized that close to 70% Indians are allergic to lactose – a milk protein.

How did they do this?

Knowing that curd is an important part of the daily diet of most Indians, Drum Foods International positioned their flavoured curd as the Hero of Small Hunger – distinguishing their product from other yoghurt brands as whey free, lactose free, flavoured curd – as a healthy evening, ‘anytime’ snack.


The founders Valani and Shah discovered potential in the men’s grooming industry – an industry in which there were already big players like Proctor and Gamble – and decided to leverage their ecommerce site Aajkiitem to grab their share.

How did they do it?

The Beardo tagline – Anybody can grow a beard, but not everybody can be a Beardo–directly targets the millennial’s desire to look sleek and classy. Giving brick and mortar a pass, the founders decided to channel their marketing budget into online channels like social media and ecommerce – which added to the sense that Beardo is for the millennial and strengthened their positioning.

Recommended: 8 Powerful Global Branding Strategies to Emerge as an International Brand


Of all the brand positioning examples, ByJu’s stands out as the most significant because of its organic growth. Raveendran the owner of ByJu’s understood the perspective of both parents and students towards education. He decided to capitalize on his teaching skill.

How did he do it?

Following up on his belief that children learn best when they initiate the process, he positioned the ByJu’s app as a self-learning app that evoked an inclination to learn.The tag line Self Learning is the Best Learning underlines the sentiment behind the app. The rest as they say is history.


Unilever segments its target customer by age, gender, location, and many other demographics. Not so with Axe Deodorant, – which is targeted at all men.

How did they do it?

Axe positioned their product as a need for all men irrespective of age, social standing, work, location, or other demographics. They broke stereotypes – breaking their own tradition of segmentation and bundling all men into a single segment – thus leveraging their brand globally.


The origins of this new and huge brand, is no secret. Baba Ramdev had already gained the trust and followership of his viewers through his televised Yoga sessions and established Patanjali Yogpeeth – a place where Hindu culture, traditions, and norms were propagated along with herbal medicines and Yoga. The birth, growth and success of the FMCG was incidental – emerging from an already – perhaps unconsciously – established brand.

How did they do it?

Capitalizing on the popularity and followership of the Yoga Guru, Balakrishna – the current owner of the company – positioned Patanjali as a brand of trust; and that is what drove the success of Patanjali – challenging well-established industry giants like Dabur and Himalaya.

Recommended: What is psychographic branding? How to use it for your business?

Colgate and Close Up – Same Product different positioning

Ask any brand strategy agency and they’ll give you many examples of brand positioning. Let us look at two similar products – Colgate and Close Up.

Different variants of Colgate are positioned differently – for example, Colgate Sensitive Pro Relief is positioned as a pain reliever. Yet the brand itself is positioned as a trusted family brand at a premium price – and all their marketing collaterals are aligned to this central theme.

The Close Up “Make Your Move” tagline focuses on a healthy and bright smile, and fresh breath even when up close. The entire marketing strategy revolves around youth emanating freshness and liveliness.

Two contrasting strategies for the same product – toothpaste.

Positioning your brand matters. You could liken it to describing a beautiful landscape or a pretty butterfly and trying to evoke the right emotion in the minds of your listener. It has to be just so – the imagery captured in exact words – no redundancy.

Looking for a brand strategy agency? Come to Litmus Branding and let us help you create and position your brand.

Kapil Vaishnani

Founder, Litmus Branding
Who am I?
The name that was given to me and a few designations after that.

But here’s how I define this ‘who’:

-The one who is still unsuccessful in breaking the myth, “truth is only that which I have understood”.

-The one who finds joy in coming across the perfect ideas through बातचीत.

-The one who struggles to improve his net game on the tennis court.

-And the one who wants to ‘Just Be’.

-Just be present with full absence & be absent with full presence.

That’s who I am.


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