Brand positioning

7 important questions on Brand positioning

What is global brand positioning?

The process through which the company establishes an IMAGE for its brand in the consumers mind in relation to competition.

Positioning is the act of designing a company's image to occupy a distinctive place in the minds of the target market. 

What is recommended for the brand positioning strategy?

- Ethnocentric vision with the company should be avoided
- It's the target universe who decides the real brand positioning and therefore a market research must always be conducted to define a proper POSITIONING STRATEGY. 

- The brand positioning is strongly determined by who do we compare to. The competitive frame of reference must be determined. 

What five steps can be identified in the international positioning process?

1. identify target markets
2. analyze competition within target market
3. identify points of diffference
4. Iidentify points of parity
5. enhance positioning or reposition
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What four positioning and segementation strategies exist?

Segments; unique different
S1,S2,S3,S4 

Segments unique or different
Positioning unique/different

What is the problem with international positioning?

Conflicting positioning between countries would damage the brand in a global strategy

What are the country-of-origin effects?

The mental associations and beliefs triggered by a country

What are the four characteristics of Country-of origin effects?

- Consumers are often ethnocentric and favorably predisposed to their own country's products (unless they come from a less developed country)

- Do not emphasize the ''Made in...'' label if you are not certain if it is positively perceived

- The ''Made in'' label is sometimes displaced by designed in. and assembled in

- THe country of origing perception varies with the different product categories.

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