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

  1. Adidas: The Performance Brand
  2. Sony: The Pioneer Brand
  3. Xerox: The Research Brand
  4. American Express: The Integrity Brand
  5. L’Oreal: The Individuality Brand
  6. Durex: The Safe Brand
  7. Mersedes-Benz: The Prestige Brand
  8. Nescafe: The Instant Brand
  9. Toyota: The Big Picture Brand

Pioneer Brands

  1. Heinz: The Trust Brand
  2. Kellogg’s: The Familiarity Brand
  3. Colgate: The Total Brand
  4. Ford: The volume Brand
  5. Goodyear: The Leadership Brand
  6. Gillette: The Shaving Brand
  7. Kleenex: The Disposable Brand
  8. Wrigly: The new Thinking Brand

Distraction Brands

  1. MTV: The Youth Brand
  2. Harry Potter: The Story Brand
  3. Barbie: The Escapist Brand
  4. Disney: The Nostalgic Brand

Streamlines Brands

  1. Cosmopolitan: The Revolutionary Brand
  2. Nokia: The Streamlined Brand
  3. Toys ‘R’ Us: The Contraction Brand
  4. Subway: The Focus Brand

Muscle Brands

  1. IBM: The Solution Brand
  2. Wal-Mart: The Scale Brand
  3. McDonald’s: The Service Brand
  4. Nike: The Sports Brand
  5. Starbucks: The Postmodern Brand
  6. Microsoft: The Dominance Brand

Distinction Brands

  1. Pepsi: The Differentiation Brand
  2. Hush Puppies: The Casual Brand
  3. Timex: The Durability Brand
  4. Evian: The Purity Brand
  5. Duracell: The Longer-Lasting Brand
  6. Danone: The Health Brand
  7. Heineken: The Export Brand

Status Brands

  1. Rolex: The Superior Brand
  2. Courvoisier: The Mystery Brand
  3. Louis Vuitton: The Desirable Brand
  4. Moet & Chandon: The Vintage Brand
  5. Burberry: The Heritage Brand
  6. BMW: The Defining Brand
  7. Gucci: The Exclusive Brand
  8. Tiffany & Co.: The Sparkling Brand

People Brands

  1. Oprah Winfrey: The Savior Brand
  2. Jennifer Lopez: The Superstar Brand
  3. David Beckham: The Icon Brand

Responsibility Brands

  1.  Johnson & Johnson: The Crisis Management Brand
  2. Ben & Jerry’s: The Caring Brand
  3. Seeds of Change: The Goodness Brand
  4. HP: The Employees Brand

Broad Brands

  1. Yamaha: The Ignored Brand
  2. Caterpillar: The Rugged Brand
  3. Virgin: The Elastic Brand

Emotion Brands

  1. Apple: The Cult Brand
  2. Harley Davidson: The Masculine Brand
  3. Zippo: The Longevity Brand
  4. Jack Daniel’s: The Personality Brand
  5. Chrysler: The Romance Brand
  6. Guiness: The Timeless Brand

Design Brands

  1. IKea: The Democratic Brand
  2. Audi: The Advancement Brand
  3. Bang & Olufsen: The Improvement Brand
  4. Muji: The Minimal Brand
  5. Vespa: The Beautiful Brand
  6. Converse: The Heritage Brand
  7. Volkswagen: The Longevity Brand

Consistent Brands

  1. Coca-Cola: The Ultimate Brand
  2. Nivea: The Continuity Brand
  3. Hard Rock Café: The Memorabilia Brand
  4. Clarins: The Expertise Brand
  5. Campbell’s Soup: The Uniformity Brand
  6. Budweiser: The Targeted Brand

Advertiser Brands

  1. Kraft: The Household Brand
  2. Absolut Vodka: The Advertising Brand
  3. Benetton: The Color Brand
  4. Calvin Klein: The Sex Brand
  5. The Gap: The Easy Brand
  6. Diesel: The Ironic Brand

Distribution Brands

  1. Avon: The Resilient Brand
  2. Hertz: The Credibility Brand
  3. Domino’s Pizza: The Home Delivery Brand
  4. Dell: The Direct Sales Brand
  5. Amazon: The E-shopping Brand

Speed Brands

  1. Reuters: The Objective Brand
  2. FedEx: The “First” Brand
  3. Zara: The Speed-to-Market Brand
  4. Hello Kitty: The Cute Brand
  5. CNN: The Information Brand
  6. Google: The Search Brand
  7. Hotmail: The Viral Brand

Evolution Brands

  1. Bacardi: The Caribbean Brand
  2. HSBC: The Acquisition Brand
  3. Intel: The Educating Brand
  4. Samsung: The Rising Brand

Digital Age Brands (My Addition)

  1. Facebook: The Social Networking Brand
  2. Twitter: The “Follow” Brand
  3. WordPress: The Blogging Brand