Brands are considered as marketer’s tool for creating product differentiation which cannot be easily copied and replicated. A brand positioning can become a core competitive advantage in different perspectives of the matter. Taj Mahal is not only a monument of world repute, but it is a brand in itself. Positioning Taj Mahal as a brand involves a creative exercise listing down the ideas, benefits and features to convey to its target tourists. This paper studies the competitive advantage of brand positioning of Taj Mahal in tourism today through an empirical study, and how it should be marketed as a brand, especially through digital portals. The experiential marketing, positive brand image, virtual identity, are some of the measures to be adopted in branding the Taj. For a positioning strategy ‘Taj’ can be conveyed as unique brand personality of its own in Heritage tourism.