Given below is an indicative list of world’s top 100 brands, segregated on the basis of their brand positioning. This list is not a ranking of brands, but merely an indicator of how the world’s top brands have successfully positioned themselves. This list is based on the book Brand Royalty: How the World’s Top Hundred Brands Thrive and Survive (Matt Heig, Kogan Page, 2006).
INNOVATION BRANDS
Adidas: The Performance Brand
Sony: The Pioneer Brand
Xerox: The Research Brand
American Express: The Integrity Brand
L’Oreal: The Individuality Brand
Durex: The Safe Brand
Mersedes-Benz: The Prestige Brand
Nescafe: The Instant Brand
Toyota: The Big Picture Brand
PIONEER BRANDS
Heinz: The Trust Brand
Kellogg’s: The Familiarity Brand
Colgate: The Total Brand
Ford: The volume Brand
Goodyear: The Leadership Brand
Gillette: The Shaving Brand
Kleenex: The Disposable Brand
Wrigly: The new Thinking Brand
DISTRACTION BRANDS
MTV: The Youth Brand
Harry Potter: The Story Brand
Barbie: The Escapist Brand
Disney: The Nostalgic Brand
STREAMLINES BRANDS
Cosmopolitan: The Revolutionary Brand
Nokia: The Streamlined Brand
Toys ‘R’ Us: The Contraction Brand
Subway: The Focus Brand
MUSCLE BRANDS
IBM: The Solution Brand
Wal-Mart: The Scale Brand
McDonald’s: The Service Brand
Nike: The Sports Brand
Starbucks: The Postmodern Brand
Microsoft: The Dominance Brand
DISTINCTION BRANDS
Pepsi: The Differentiation Brand
Hush Puppies: The Casual Brand
Timex: The Durability Brand
Evian: The Purity Brand
Duracell: The Longer-Lasting Brand
Danone: The Health Brand
Heineken: The Export Brand
STATUS BRANDS
Rolex: The Superior Brand
Courvoisier: The Mystery Brand
Louis Vuitton: The Desirable Brand
Moet & Chandon: The Vintage Brand
Burberry: The Heritage Brand
BMW: The Defining Brand
Gucci: The Exclusive Brand
Tiffany & Co.: The Sparkling Brand
PEOPLE BRANDS
Oprah Winfrey: The Savior Brand
Jennifer Lopez: The Superstar Brand
David Beckham: The Icon Brand
RESPONSIBILITY BRANDS
Johnson & Johnson: The Crisis Management Brand
Ben & Jerry’s: The Caring Brand
Seeds of Change: The Goodness Brand
HP: The Employees Brand
BROAD BRANDS
Yamaha: The Ignored Brand
Caterpillar: The Rugged Brand
Virgin: The Elastic Brand
EMOTION BRANDS
Apple: The Cult Brand
Harley Davidson: The Masculine Brand
Zippo: The Longevity Brand
Jack Daniel’s: The Personality Brand
Chrysler: The Romance Brand
Guiness: The Timeless Brand
DESIGN BRANDS
IKea: The Democratic Brand
Audi: The Advancement Brand
Bang & Olufsen: The Improvement Brand
Muji: The Minimal Brand
Vespa: The Beautiful Brand
Converse: The Heritage Brand
Volkswagen: The Longevity Brand
CONSISTENT BRANDS
Coca-Cola: The Ultimate Brand
Nivea: The Continuity Brand
Hard Rock Café: The Memorabilia Brand
Clarins: The Expertise Brand
Campbell’s Soup: The Uniformity Brand
Budweiser: The Targeted Brand
ADVERTISER BRANDS
Kraft: The Household Brand
Absolut Vodka: The Advertising Brand
Benetton: The Color Brand
Calvin Klein: The Sex Brand
The Gap: The Easy Brand
Diesel: The Ironic Brand
DISTRIBUTION BRANDS
Avon: The Resilient Brand
Hertz: The Credibility Brand
Domino’s Pizza: The Home Delivery Brand
Dell: The Direct Sales Brand
Amazon : The E-shopping Brand
SPEED BRANDS
Reuters: The Objective Brand
FedEx: The “First” Brand
Zara: The Speed-to-Market Brand
Hello Kitty: The Cute Brand
CNN: The Information Brand
Google: The Search Brand
Hotmail: The Viral Brand
EVOLUTION BRANDS
Bacardi: The Caribbean Brand
HSBC: The Acquisition Brand
Intel: The Educating Brand
Samsung: The Rising Brand
DIGITAL AGE BRANDS (MY ADDITION)
Facebook: The Social Networking Brand
Twitter: The “Follow” Brand
WordPress: The Blogging Brand
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