Relevant bibliographies by topics / Brand positioning and culture

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Brand positioning and culture'

Author: Grafiati
Published: 4 June 2021
Last updated: 4 February 2022

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Journal articles on the topic "Brand positioning and culture"

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Gammoh, Bashar S., Anthony C. Koh, and Sam C. Okoroafo. "Positioning strategies of high-tech products: cross-cultural moderating effects of ethnocentrism and cultural openness." Journal of Product & Brand Management 29, no. 3 (October 3, 2019): 369–85. http://dx.doi.org/10.1108/jpbm-10-2018-2048.

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Purpose This study aims to extend current research efforts by utilizing the institutional theory to propose cross-cultural-based asymmetrical moderating effects of ethnocentrism and cultural openness on the effectiveness of global, foreign and local consumer culture brand positioning strategies of high-tech products. Design/methodology/approach This study used an experimental design in the USA (developed country) and India (developing country). Print advertisements across the two countries were used to explore the proposed moderating effects of ethnocentrism and cultural openness on consumer brand evaluations of a high-tech product under the three different consumer culture brand positioning strategies. Findings Overall, this study provided empirical evidence in support of the proposed cross-cultural asymmetrical effects. The study findings indicate that consumer ethnocentrism seems to be more important in influencing a subject’s brand evaluations across the positioning strategies in a developed country like the USA, while consumer cultural openness will be more important in influencing a subject’s brand evaluations across the positioning strategies in a developing country like India. Originality/value Despite existing research efforts on the potential benefits of positioning brands using global, foreign or local consumer cultures, there is a lack of empirical evidence regarding the effectiveness of these positioning strategies across different cultures. Theoretically, this research draws on the institutional theory to investigate the asymmetrical cross-cultural moderating effects of ethnocentrism and cultural openness on the effectiveness of the three-consumer culture brand positioning strategies. Managerially, this study provides empirically based suggestions for brand managers attempting to position their brands with different segments of consumers while highlighting the importance of cultural differences between developed and developing markets.
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Gammoh, Bashar S., Anthony C. Koh, and Sam C. Okoroafo. "Consumer culture brand positioning strategies: an experimental investigation." Journal of Product & Brand Management 20, no. 1 (March 1, 2011): 48–57. http://dx.doi.org/10.1108/10610421111108012.

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PurposeThe purpose of this paper is to examine the impact of global consumer culture positioning (GCCP) in comparison to local consumer culture positioning (LCCP) strategies on consumer evaluations of a new unknown brand.Design/methodology/approachUsing an experimental method in the USA and India, the paper examines if the use of such positioning strategies in a print advertisement stimuli influence consumer evaluations of a fictitious brand.FindingsThe results support the effectiveness of such strategies as demonstrated by overall improvement in subjects' attitudinal evaluations of the fictitious brand when GCCP is used relative to the use of LCCP. Furthermore, our results show a moderation effect for subjects' level of belief in global citizenship on the effectiveness of the GCCP strategy. These results were observed across the two samples.Research limitations/implicationsThis study provides valuable managerial insights into the potential value of GCCP strategy and offers specific strategic positioning guides to brand managers competing in the global marketplace.Originality/valueWith the emergence of global market segments, it is important to assist brand managers seeking to strengthen their brand's equity in a competitive global marketplace. This paper contributes to the literature on international brand positioning by empirically investigating the usefulness of GCCP as a strategic positioning guide for global marketing managers.
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Urde, Mats, and Christian Koch. "Market and brand-oriented schools of positioning." Journal of Product & Brand Management 23, no. 7 (November 11, 2014): 478–90. http://dx.doi.org/10.1108/jpbm-11-2013-0445.

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Purpose – The purpose of this paper is to revise the concept of positioning to differentiate between fundamental approaches to it and chart a scheme of schools of positioning. Design/methodology/approach – An extensive literature review traces the roots and evolution of the concept. Two approaches to positioning are explored and related to the paradigms of market and brand orientation. Based on current theory and practice, different schools of positioning are identified and categorized along a market- and brand-orientation spectrum. Metaphors differentiate schools of positioning, illustrated by case examples. Findings – Positioning is a key concept in marketing, branding and strategy. However, its theoretical and practical usefulness is in peril due to its many meanings, applications and overall vagueness. There is a need for a theoretical overview of positioning, which the literature currently lacks. Two approaches to define a brand’s position are identified and introduced: market- and brand-oriented positioning. Five principal schools of positioning show how these are different and why differentiating between them matters. The choice of school implies the market- and/or brand-oriented approach to positioning. Research limitations/implications – Further empirical case-based research might investigate when, what and how different positioning schools are applied in practice. The brief cases in this paper indicate a dynamic over time regarding the applications of the brand- and market-oriented school of positioning. An in-depth theoretical and practical investigation of the dynamics of positions would be of value for the research field. Practical implications – The distinction among different schools of thought helps bridge the gap between the theory and practice of positioning. A specific positioning objective can guide management in the selection of a particular school of positioning, which enables management to make more insightful conscious choices regarding its opportunities, limitations and consequences. Social implications – Position and positioning is of relevance in society in broad terms, e.g. in sports, politics and culture. Positioning strategy is discussed and implemented in different industries (business-to-business and consumer), for all kinds of brands (including, for instance, corporate brands) and for “brands” in the very widest sense (such as places or people). Originality/value – This paper relates positioning to the fundamental discussion of brand and market orientation. It integrates positioning research and provides a structured overview of the concept.
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Lee, Chol, and Gyoung-Gyu Choi. "Effects of Global Consumer Culture Positioning versus Local Consumer Culture Positioning in TV Advertisements on Consumers’ Brand Evaluation and Attitude toward Brand." Journal of Korea Trade 23, no. 8 (December 31, 2019): 89–109. http://dx.doi.org/10.35611/jkt.2019.23.8.89.

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Meese, Katherine A., Thomas L. Powers, Andrew N. Garman, Seongwon Choi, and S. Robert Hernandez. "Country-of-origin and brand positioning for health care services." International Journal of Pharmaceutical and Healthcare Marketing 13, no. 2 (June 3, 2019): 183–99. http://dx.doi.org/10.1108/ijphm-03-2018-0019.

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PurposeThe purpose of this paper is to examine the relationship between country-of-origin (COO) and brand positioning in the context of the high-involvement service of health care. This paper compares and analyzes different positioning strategies used in Europe, North America and the Middle East.Design/methodology/approachThis paper uses content analysis of promotional materials for a sample of 168 health-care organizations located in 14 countries to identify brand positioning strategies used, such as foreign, local and global consumer culture positioning. A chi-square analysis and post hoc testing is used to examine how positioning strategies differ among regions.FindingsThe findings indicate that European and Middle Eastern health-care organizations most frequently use foreign consumer culture positioning, while North American institutions tend to use global consumer culture positioning. The findings indicate that health-care organizations in countries with a better reputation for care use different positioning strategies than in countries with a lesser reputation for quality care.Practical implicationsThe findings are of value to international advertising and marketing professionals and hospitals seeking to attract patients globally in a competitive marketplace. Hospitals must consider their positioning relative to both domestic and international competitors and the COO of their target audience.Originality/valueCOO is important in high-involvement service industries because consumers lack the information needed to evaluate service quality. Consumers may rely on COO and brand positioning signals more heavily relative to goods or low-involvement services. However, little prior research exists examining COO effects and brand positioning for high involvement services and for health care specifically. This paper makes a unique contribution by filling this gap.
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Rajagopal. "Branding paradigm for the bottom of the pyramid markets." Measuring Business Excellence 13, no. 4 (November 13, 2009): 58–68. http://dx.doi.org/10.1108/13683040911006792.

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PurposeThis paper aims to deliver new models of brand management in bottom‐of‐the‐pyramid (BoP) markets, considering the personality traits, image, technology and reputation of firms associated with the brands.Design/methodology/approachReviewing the previous research studies, the paper advocates new strategies for enhancing the performance of global brands in BoP market segments, improving brand‐positioning approaches, measuring brand performance and consumer value, evaluating brand attributes, and underlining brand dynamics in the competitive marketplace.FindingsThe study argues that the performance of global brands in low‐profile consumer market segments is constrained by high transaction costs and coordination problems along the brand promotions, consumption and consumer value chain. Hence, firms looking towards managing brands in BoP market segments need to reduce brand costs by increasing the volume of sales and augmenting consumer value. Brands of BoP market segments are socially and culturally embedded. They are co‐created by consumers and firms, and positioned with the influence of brand equity of the premium market. Unlike traditional brands, BoP brands may be sufficiently malleable to support brand interpretations in the rural and suburban consumer segments.Research limitations/implicationsAcquired brands need to be merged into the existing structure, especially where these brands occupy market positions similar to those of existing brands. A balance needs to be maintained between the brand name and its equity. Managers should keep themselves better informed about consumer needs, market changes and company initiatives, thereby enabling staff to help consumers to improve service quality, which in turn can improve market positioning.Practical implicationsIn today's rapidly changing product markets, a firm needs to focus on a limited number of strategic brands in international markets in order to consolidate and strengthen its position and enhance brand power. The paper offers new business strategies to managers on brand positioning and targeting in suburban and rural markets with convenience packaging, pricing and psychodynamics.Originality/valueNew initiatives to manage global brands in BoP markets comprising suburban and rural markets that need to be implemented in the existing organizational culture are discussed.
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Lysonski, Steven. "Receptivity of young Chinese to American and global brands: psychological underpinnings." Journal of Consumer Marketing 31, no. 4 (June 3, 2014): 250–62. http://dx.doi.org/10.1108/jcm-01-2014-0842.

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Purpose – The purpose of this paper was to examine psychological variables of young Chinese to determine their impact on identification with global consumer culture, attitudes toward global and USA brands and intention to buy USA brands. The independent or psychological variables examined were self-monitoring, life satisfaction, brand relevance, social demonstration effect, change-seeking behavior and reference groups (interacted and non-interacted). The goal was to understand what forces drive global and USA brand preferences. Design/methodology/approach – Data were collected in Guangzhou, China, in 2013 through a survey administered to 152 young Chinese respondents. Confirmatory factor analysis and reliability coefficients verified the psychometrics of each scale. Subsequently, the sample was divided into high versus low groups for each of the independent variables to perform mean tests for each on each of the four dependent variables. Findings – The results showed that all the hypotheses were supported to some extent. The sample had a positive attitude toward all the dependent measures: identification with global consumer culture, global and USA brands and intention to buy USA brands. Self-monitoring and change-seeking behavior had the least association with the dependent variables. Brand relevance, social demonstration effect and interactive and non-interactive reference groups were all found to have strong support. Research limitations/implications – The authors used an urban sample of young Chinese. Examining an older sample or one that was less urban would also be useful. Future research could also examine other emerging markets such as Brazil or Indonesia to identify the impact of the psychological variables. Practical implications – Multinational firms wishing to grow revenues of their USA and global brands in China must be attuned to the social aspects of positioning their brands. The implications show that brand relevance, social demonstration and reference groups can be used for positioning of global and USA brands. As China is a collectivist society, using appeals that establish a brand’s desirability or relevance and its ability to allow users to socially demonstrate the brand to reference groups is likely to work well. Originality/value – No study has assembled the variables in the manner investigated in this research, nor have other studies looked at young Chinese in terms of USA brand attitudes and identification with global consumer culture.
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Galli, Federica, Carl Boger, and D. Taylor. "Rethinking Luxury for Segmentation and Brand Strategy: The Semiotic Square and Identity Prism Model for Fine Wines." Beverages 5, no. 1 (March 19, 2019): 26. http://dx.doi.org/10.3390/beverages5010026.

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Positioning a fine wine is a complex marketing operation which tends to focus on product characteristics and tends to ignore the consumer–brand relationship. As for other luxury products, fine wine consumers are a heterogeneous group which can be broken down into clearly distinctive and often antithetical subgroups. This conceptual paper proposes a different approach to defining fine wine consumers and the brand–consumer interaction. The Aristotle-inspired semiotic square model and Kapferer’s brand identity prism were coupled to identify not only fine wine consumer groups but also with which brand characteristics they mainly interact. While the semiotic square model identifies 6 distinct groups of fine wine consumers—enthusiasts, experts, connoisseurs, drinker, novice, event goers—the brand identity prism recognizes 6 constructs—physique (material), personality, culture, relationship, reflection and self-image. Pairing the consumer’s semiotic square and the brand’s identity prism could help brands to bridge the gap between the actual consumer subgroups and the ideal target consumers to better understand their customer base, to correctly position their brand, and to create an inclusive marketing strategy. This article is the first to apply the semiotic square/brand identity prism model within the context of the fine wine industry, as most positioning literature tends to focus on involvement or on the label itself.
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Jin, Chen Yi, and Rong Rong Cui. "Research on the Development of Clothing Brand Position under the Modern Consumer Culture." Advanced Materials Research 282-283 (July 2011): 261–66. http://dx.doi.org/10.4028/www.scientific.net/amr.282-283.261.

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For the vague positioning of the domestic clothing brand at present and the growing homogenization of products, this article analyzed the features of the modern consumer culture, pointed out the existing problems to the clothing brand development, and introduced a correct countermeasure to guide the market. The author tries to find a developing way to the clothing brand and provide an idea for the marketing strategies for the Chinese clothing enterprises and for the plan of development.
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Mandler, Timo. "Beyond reach: an extended model of global brand effects." International Marketing Review 36, no. 5 (September 9, 2019): 647–74. http://dx.doi.org/10.1108/imr-01-2018-0032.

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Purpose Despite considerable investigations of the various outcomes of perceived brand globalness (PBG), the concept itself remains ambiguous, demanding further conceptual refinement. The purpose of this paper is to contribute to global branding literature by suggesting an extended conceptualization of PBG, and empirically testing a corresponding extended model of global brand effects, relative to the conventional operationalization. Design/methodology/approach An empirical study (n=907) involving 63 brands across eight different product categories provides new insights into the composition of global brand effects by explicitly discriminating between different facets of consumers’ brand globalness perceptions (i.e. perceived market reach (PMR), perceived standardization (PST) and global consumer culture positioning (GCCP)). Findings The results clearly show that effects associated with global brands are not exclusively positive. While PMR and GCCP have positive effects on consumers’ brand evaluations and attitudes, PST has a strong negative effect on the same outcomes. These effects apply to both domestic and foreign global brands and occur irrespective of the perceived level of risk associated with a given product category. Originality/value The results provide managers a clearer picture of the up- and downsides of brand globalness perceptions and urge future studies on global brands to incorporate constructs that account for facets beyond a brand’s market reach to capture the phenomenon holistically.
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Dissertations / Theses on the topic "Brand positioning and culture"

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Van, der Walt Maarten. "Alignment between the brand positioning and culture : the case of Santam Ltd." Thesis, Stellenbosch : University of Stellenbosch, 2007. http://hdl.handle.net/10019.1/3268.

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Thesis (MBA (Business Management))--University of Stellenbosch, 2007.
ENGLISH ABSTRACT: In service industries, the people are the brand and the brand is the people (Taylor, 2003:136). People are one of the dimensions that differentiate a brand (the others are product, price, place, promotion, process, physical evidence). The realisation of the brand promise depends on how the staff will live the brand in their daily activities. If staff treats customers badly, the effect on the image of the company is negative and the brand promise made to customers is not fulfilled. There are unfortunately many misguided companies that expect that a new name, fancy logo and flashy advertising campaign by themselves are enough to attract customers (Taylor, 2003:3). Culture: Several studies (De Geus, 1997; Fitz-Enz in Barret, 1998) examined the key factors contributing to corporate longevity and identified six characteristics of long-lasting, successful companies. These companies focus on more than just financial results and the identified characteristics show a strong focus on building a positive organisational culture. There are many models of organisational culture. Santam used the model developed by Richard Barret (1998), which links human needs and personal motivations with human consciousness. He consequently identified seven levels of organisational consciousness based on the view that organisations grow and develop in the same way that individuals do, according to seven well-defined developmental stages. Organisations that learn how to master all seven needs operate from a full spectrum consciousness (Barret, 2006:26). Barret (2006:26), showed that these are the most resilient and profitable corporations because they have the ability to respond appropriately to all business needs. Culture is the DNA of the company and can be seen as the driving force for all actions, decisions and belief systems of the organisation, whether at a conscious or unconscious level. Moser (2003:11) notes that, before a company can project a unique, external brand, you must first understand the company’s internal character. This internal identity, defined by values that the company considers integral to its existence, is the source from which all other aspects of the brand will, ideally, flow. Brand: According to Roberts (2005:27), on an average day, a person can expect to have been in touch with around 1 500 trademarked products. In some supermarkets there are up to 35 000 trademarked products. Because the consumer is bombarded by so many products and services, all the marketing and advertising strategies in the world mean nothing unless the consumer defines the product as a brand. Moser (2003:2) distinguishes between the internal and external parts of the organisation. The internal part of the company has to do with the company itself: how well it knows itself, what its values are, how consistently it acts in accordance with its values and what it really believes about the quality of its products and services. The external part of a company’s identity is how well it connects and relates to others. The better it knows itself and what it stands for, the better it connects with everyone who comes in contact with the brand – investors, suppliers, employees, prospects and even competitors. According to Campbell (2003:34), brand positioning is the key to success. Understanding the brand’s “positioning” statement (the blueprint of what it is, what it represents and where it is going) helps designers to interpret the brand’s personality. Positioning helps a company to define who and what it is and what it does. It explains where a company fits into the marketplace, what it has to offer that is unique and why people should care. Santam: In 2005, Santam developed its current strategy, also called the 2010 strategy. The mission and vision were condensed into a purpose statement: To be the best in everything we choose to do. The purpose statement is supported by six strategic thrusts. As part of the 2010 strategy, Santam has gone through a process of repositioning the Santam brand to become a leadership brand. Santam will remain a monolithic brand, with all aspects of the business branded “Santam”. The market in Santam can be divided into personal insurance and commercial insurance. The personal insurance market is segmented, using income and life stage as criteria. This segment can be divided into two sub-segments:  Clients who are active in the insurance market; and  Clients who are entering the insurance market. The commercial insurance market is segmented according to the size of the business (based on the number of employees) and the life stage of the business. To become a leading brand, Santam has to offer something customers want and which competitors do not offer – a unique product in the insurance market. Santam wants to challenge the industry by offering value, providing reassurance and making it easy for customers to do business with them. However, they do not want to lose direct customers (customers not dealing with a broker) and weaken their relationship with brokers Santam’s brand promise includes a proactive approach per segment. The benefit it promises to the client is that Santam will make life safer (risk management), resulting in life being nicer (rewards and other benefits through partnering with stakeholders in the value chain). Santam made use of an extensive process to identify and develop values that will support the brand positioning. Several workshops were held around the company, involving as many employees as possible. The outcome of the workshops and the new brand positioning was announced at a company-wide event, to which all Santam employees were flown from all over South Africa. The values were populated against three philosophies and were communicated at the event. The three philosophies and seven values communicated were the following:  Inspire: Passion and committed  Embrace: Care, integrity and diversity  Think Big: Inventive and excellence. The purpose of the event was to make a bold statement through showing employees that Santam cares and simultaneously communicating the new Santam brand positioning to them. After the event, the culture was measured by populating the values into Barret’s (1998:67) cultural model. The objective of the culture measurement was twofold:  To determine the gap between the current culture and the future culture that will enable the company to achieve the strategy; and  To determine how entrenched the values that were identified are. The culture survey showed the gap between what staff value personally, the current culture and the desired future values. After the measurement, the survey results were work-shopped with all business units to validate the results and to determine when to start, stop and continue actions. All these actions resulted in a values and behaviour framework (appendix 1) that can be used in a culture-transformation framework. The purpose of the framework is to develop the culture that supports the brand.
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Garran, Vanessa Gabas. "Cultura e posicionamento internacional de marcas de serviços." Universidade de São Paulo, 2010. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-27082010-110845/.

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O consumo, em sua visão mais simplista, representa a busca pelo conforto, prazer e segurança. As marcas são atores fundamentais neste processo, pois assumem o papel de identificação e diferenciação de produtos, auxiliando o consumidor no momento da decisão de compra, ajudando-o a escolher e reduzindo-se a insegurança gerada no momento de se optar por uma marca em detrimento de outra. Portanto, a gestão de marcas, ou branding, possui importância inquestionável no marketing das organizações, desde a concepção e o desenvolvimento de um produto até as estratégias de comunicação deste. Após a globalização, o mundo passou a sofrer um processo de perda de fronteiras geográficas e, em certo sentido, culturais, o que implicou em novos rumos para praticamente todos os negócios. Como resultado, um dos principais desafios da globalização para as empresas envolve a decisão sobre o posicionamento de suas marcas em mercados externos, atendendo, ao mesmo tempo, as diferenças culturais inerentes a cada região, sem, no entanto, descaracterizar a identidade essencial da marca. Portanto, o presente trabalho objetiva analisar o posicionamento internacional de marcas de serviços sob o enfoque das divergências culturais locais. Para o alcance do objetivo proposto realizou-se a revisão da literatura relativa ao tema de gestão de marcas, posicionamento internacional e cultura. Como esta revisão não foi suficiente para responder ao problema da tese, fez-se necessária a realização de uma pesquisa de campo, de natureza exploratória e qualitativa, com utilização do método do estudo de caso. O setor bancário foi escolhido para a pesquisa de campo, feita por meio da realização de dois estudos de caso relativos aos bancos Itaú e Santander. Objetivou-se conhecer como um banco brasileiro (Itaú) procedeu em seu processo de internacionalização da marca em países estrangeiros, e, por outro lado, compreender também como um banco estrangeiro (Santander) implementou suas operações no Brasil, com enfoque na gestão de sua marca à luz dos aspectos culturais brasileiros. A análise dos resultados foi feita primeiramente de forma individual para cada caso e, posteriormente, de forma comparativa, à luz do embasamento teórico previamente realizado. Os resultados da tese indicam que é possível, para as organizações, internacionalizarem suas marcas de maneira adaptativa ao ambiente cultural distinto sem, no entanto, descaracterizarem suas essências e identidades nucleares.
Consumption, concisely, represents the pursuit of comfort, pleasure and security. Brands act as essential clues in this process, through the identification and differentiation of products, helping the consumer choose throughout the buying decision process, and making it more comfortable for them, decreasing the insecurity sensation that results from the option for a brand to the detriment of others. Therefore, the brand management, or branding, has unquestionable importance in the context of marketing in organizations, from the conception and development of a product to its communication strategies. After globalization, the world has faced a process of losing its geographic and, to a certain extent, cultural boundaries, implying new ways of making business in almost every market segment. As a result, one of the main globalization challenges for the companies involve all the decisions about positioning of brands in foreign markets, simultaneously corresponding to cultural differences intrinsic to each country, without losing the essential identity of the brand. Therefore, the present thesis aimed to analyze the international positioning of service brands within the context of local cultural divergences. For such a purpose, a theoretical review was carried out, referred to the subject of brand management, international positioning and culture. Once this review was not sufficient to answer the problem of the thesis, a field work was necessary, through an exploratory and qualitative research, using the method of case study. The banking segment was chosen for the investigation, through studying the cases of Itaú Bank and Santander Bank. This phase of the work aimed to understand how a Brazilian bank (Itaú) developed its process of brand internationalization in foreign countries and, on the other side, how a foreign bank (Santander) developed its operations in Brazil, managing its brand in the Brazilian cultural context. The results of the field research were first analyzed individually for each case and, subsequently, in a comparative way, in the light of the theoretical reference. The results of this study indicate that it is possible, for companies, to internationalize their brands, suiting them to the new cultural context without losing their essences and core brand identities.
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Kaczkowska, Beata A. "Attitudes Toward and Effectiveness of the Cause-Related Marketing Initiatives in the Polish Culture." Scholarly Repository, 2008. http://scholarlyrepository.miami.edu/oa_theses/131.

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The study examines attitudes toward and effectiveness of cause-related marketing initiatives in Poland. As the results indicate, the factors, which lead to the popularity and effectiveness of the cause-related marketing initiatives in the United States and the United Kingdom, lack in the Polish culture. Even though CRM is popular in Poland, it does not influence the purchase decisions. Poles do not have any expectations toward businesses in the area of corporate social responsibility. They believe that the government should take the responsibility for solving social issues, and value only the functional dimensions of the products, because their emotional needs are fully satisfied by their families, friends and religion.
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Boatswain, Marvyn L. "Decoy effects in brand positioning." Thesis, Kingston University, 2015. http://eprints.kingston.ac.uk/35843/.

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Marketing academics and practitioners consider brand positioning to be a key element of modern marketing management, branding, and strategy, given today's increasingly competitive marketplace. By way of its position, an offering seeks to take possession of a unique place in the minds of the targeted consumers, and in so doing, differentiates itself from the competition. Extant research confirms the importance of brand positioning, demonstrating that it positively affects, among other key factors, brand equity and value; consumer loyalty; and customer willingness to search and pay premium for a brand. market share, and the overall financial performance of the firm. Throughout the literature, various positioning typologies have been developed and used in the management and application of positioning. In addition, both firm-centred and customer-centred approaches have been adopted to evaluate the effectiveness and success of positioning strategies. Although considerable amounts of research have been devoted to the management of positioning, these efforts have focussed primarily on the positioning new offerings, re-positioning existing offerings to new target markets. However, despite the accorded importance of an offering's position in the long run, the review fails to identify research devoted to strengthening the already-established position of offerings over time. Consequently, the aim of this study is to empirically examine positioning strategies to strengthen the perceptions of the positions of existing offerings, hereby offering a proactive and deliberate approach to positioning, beyond the scope of extant research on positioning strategies. The lack of suitable theory withing the positioning literature led to a search and eventual use of the decoy effect, a phenomenon explained by theories within social and consumer psychology. In addressing the research aim, the decoy effect provides a theoretically-grounded conceptual framework to underpin the research. This framework proposes that the consumers' perception of the position of an existing offering (denoted in the study as, the Focal offering), is enhanced by the introduction of a new offering that is positioned similar yet inferior to the focal, i.e. an asymmetrically-dominated decoy (denoted as a decoy-positioned offering). This framework is empirically tested within the consumer product domain of washing detergents, and with this use of a field experiment. A 2 x 2 between-subjects design is applied to test the impact of two types of decoys (frequency and range) across two types of positioning bases (feature-, and benefit-oriented positioning). Data, collected using an electronic self-completion questionnaire from a random sample (n = 1200) of adult (18 and above) UK consumers, are analysed using analysis of covariance. The results confirm that the introduction of a decoy-positioned offering enhances the position of the focal offering across the four dimensions of perceived positioning - i.e., favourabilty, differentiation, credibility, and uniqueness. Of these dimensions, the decoy is most influential in enhancing perceived differentiation and uniqueness of the focal offering on the introduction of the decoy. Comparing the two decoys, the results show that the frequency decoy exerts a stronger impact than the range decoy on positioning perceptions. In terms of positioning bases, decoys are found more effective in the context of benefit-oriented positioning as compared to feature-oriented positioning. This study advances the literature in several ways; primarily as the first theoretically-grounded effort to examine how a brand can strengthen the position of existing offerings, thus addressing the calls for a theoretical foundation to investigate the calls for a theoretical foundation to investigate the concept of positioning. The study also demonstrates the prudence of taking into account both the specific dimension of the positioning concept, and the perceived-importance of the attributes on which an offering is positioned. To practitioners, the study provided guidance as to how the firm can strengthen the position of its existing offering amidst the competitive dynamics of today's marketplace.
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Hasselgren, Andreas, and Sara Jansson. "Culture in International Positioning." Thesis, Halmstad University, School of Business and Engineering (SET), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-1751.

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The concept of positioning was first highlighted by Trout and Ries in an article published in 1971 and has since then been a well-studied subject. However, little study has been made regarding the way the positioning strategy changes depending on which country the company is about to enter. The purpose of this master dissertation is thus to investigate culture’s role as a driving force in international positioning.

The theoretical framework consists of the foundations of the positioning process and international marketing literature about cross-cultural theories. These theories are put together in an analytical model where a connection between the two theories is illustrated that will be used as a foundation in gathering and analysing the empirical data.

In a qualitative approach, the empirical data was gathered through semi-structured telephone interviews with the Marketing Directors or a corresponding title of five different Swedish international companies. These findings were also complemented with secondary data such as web pages and annual reports of the companies.

The findings of the study showed that cultural differences are considered to some extent and have resulted to an entirely new positioning strategy for one of the researched companies and to changes in the strategic tools made for consolidating the position in two additional companies. In the two remaining companies, culture has not been a driving force and the companies have thus not considered this in their positioning in international markets.

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Kotíková, Vanda. "Positioning značky Carla." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-17014.

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This diploma thesis called "Brand positioning Carla" is focused on the analysis of the position of the brand Carla on the Czech market. My recommendations are based on this analysis. The theoretical part describes current marketing and marketing trends, the components of the marketing mix and SWOT analysis. The second chapter describes the brand's development, history, trends and brand elements. The third part of the theoretical part is focused on marketing promotional and communication activities. Last chapter describes brand positioning. The practical part of my thesis is mainly based on internal information which was provided directly by the Carla company, also other techniques as interviews with company management and a questionnaire were used. The first part is focused on company presentation and history of the Carla company. Then I evaluated its market position and analyzed strengths, weaknesses, opportunities and threats of the so-called SWOT analysis. Also an analysis of competition and description of the company's distribution channels is included. The next chapter describes the segments which are products targeted. In conclusion, I described the promotional activities of Carla and suggested promotional activities for the company's new product.
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de, Greef Douwe, and Jesse Kapiteijn. "Scoring with your Brand : the Case of the Brand Positioning of Brynäs IF." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-22213.

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Aim: The aim of this study is to identify how a professional ice hockey club with fans nationwide can position its brand successfully and to discover if this is in line with what the consumers think is important in the branding of the club. Method: A mixed method has been used for this case study, in the forms of interviews and a questionnaire. The interviews have been written out in essay form for presentation and analysis of the qualitative data. The quantitative data has been collected and processed with a questionnaire using APSIS and analysed with Microsoft Excel. Results / conclusions: This research has identified a framework containing all factors that influence the perception of the brand by consumers. Evidence was found for all these factors in this research. Furthermore, the most important factors of the branding of a professional ice hockey club with fans nationwide have been highlighted. Consequently, this research shows that the marketers of such an ice hockey club can position their brand by developing clear points-of-difference that stand out from the competition. Suggestions future research: Research into the perception of the sports branding by the younger target group is suggested, as well from people outside Gävle. Furthermore, the research could be conducted in other (ice hockey) clubs. Finally, the research could be conducted again in a few years. Contribution of thesis: This research fills the gap in the literature about the development of a successful brand of a professional ice hockey club with fans nationwide. The main contribution for managers is that brands can only be used to maintain fans, not to attract them.
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Froňková, Tereza. "Strategická pozice značky a její definování v konkurenčním prostředí." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-10179.

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The thesis focuses on defining the strategic brand positioning, its long term building possibilities in a competitive market environment and assesment methods. The thesis includes case study on international cosmetic brand Dove and how the communication influences the brand.
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SOKIAH, AMUTHU MUNIYANDI SENTHAMIZH SELVAN. "Market intrusion of brands in partner's territories: a case study of brands positioning." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-101480.

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Purpose – The purpose of this research is to investigate how branding is applied in an industry entering intoco-branding. It analysing the importance for building and strengthening a brand for effective brandpositioning in the market space. Design/Methodology/Approach – Our qualitative research is developed according to the approach whichseeks to understand the aspects of brandings. This research will be conducted as an abductive approach;the validity of present knowledge will be demonstrated. Qualitative approach is applied for identifying theaspects in a successful launching of a brand. Findings – This research demonstrates that branding has been involving in launching of brands. The casestudy indicates that brand portfolio, brand identity and brand positioning are essential in extending brands. Practical Implications – It serves as supplementary and reference information for brand management inmarketing plan for global markets, especially in corporate. Originality/Value – The originality of this paper lies in its knowledge area of branding, which uses brandportfolio, brand identity and brand positioning literatures and journals to examine the role of branding inpractical case.
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Opoku, Robert Ankomah. "Towards a methodological design for evaluating online brand positioning /." Luleå : Industrial Marketing and e-Commerce Research Group, Luleå University of Technology, 2006. http://epubl.ltu.se/1402-1544/2006/61/.

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Books on the topic "Brand positioning and culture"

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Kostelijk, Erik, and Karel Jan Alsem. Brand Positioning. New York : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429285820.

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Hanʼgukhyŏng pʻojisyŏning: Positioning. Sŏul-si: Wŏn aen Wŏn Buksŭ, 2003.

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Miriam, Salzer-Mörling, ed. Brand culture. New York, NY: Routledge, 2005.

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der, Grinten Jaap van, ed. Positioning the brand: An inside-out approach. Abingdon, Oxon: Routledge, 2011.

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W, Maloney Michael, ed. Competitive positioning: Best practices for creating brand loyalty. Poughkeepsie, NY: Hudson House, 2010.

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Coupey, Eloise. Influences of category structure on brand positioning and choice. Champaign: University of Illinois at Urbana-Champaign, 1993.

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Poddar, Manish. Positioning of a brand: a study on Cobra beer. (s.l: The Author), 2003.

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Ellson, Tony. Culture and Positioning as Determinants of Strategy. London: Palgrave Macmillan UK, 2004. http://dx.doi.org/10.1057/9780230509818.

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Wong, Thomas W. P. From one brand of politics to one brand of political culture. Shatin, New Territories, Hong Kong: Hong Kong Institute of Asia-Pacific Studies, the Chinese University of Hong Kong, 1992.

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Muñoz, Elías Miguel. Brand new memory. Houston, Tex: Arte Público Press, 1998.

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Book chapters on the topic "Brand positioning and culture"

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Makkar, Marian. "Using Local Culture in Brand Positioning and Communication." In Palgrave Studies of Marketing in Emerging Economies, 171–201. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-77204-8_9.

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Kostelijk, Erik, and Karel Jan Alsem. "Brand positioning and brand architecture." In Brand Positioning, 194–209. New York : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429285820-13.

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Kostelijk, Erik, and Karel Jan Alsem. "Brand image and brand values." In Brand Positioning, 68–102. New York : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429285820-7.

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Woods, Patrick. "Brand Positioning." In The Brand Strategy Canvas, 67–86. Berkeley, CA: Apress, 2019. http://dx.doi.org/10.1007/978-1-4842-5159-1_5.

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Mogaji, Emmanuel. "Brand Positioning." In Brand Management, 63–84. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-66119-9_4.

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Kostelijk, Erik, and Karel Jan Alsem. "Brand identity." In Brand Positioning, 103–26. New York : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429285820-8.

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Kostelijk, Erik, and Karel Jan Alsem. "Case material for Part II." In Brand Positioning, 159–72. New York : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429285820-10.

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Kostelijk, Erik, and Karel Jan Alsem. "Brand positioning and communication." In Brand Positioning, 175–93. New York : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429285820-12.

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Kostelijk, Erik, and Karel Jan Alsem. "Brand positioning, brand names, and visual design." In Brand Positioning, 210–25. New York : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429285820-14.

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Kostelijk, Erik, and Karel Jan Alsem. "Brand positioning and employees." In Brand Positioning, 226–32. New York : Routledge, 2020.: Routledge, 2020. http://dx.doi.org/10.4324/9780429285820-15.

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Conference papers on the topic "Brand positioning and culture"

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Krivtsova, Evgenia. "Special Events In Positioning The Territorial Brand." In International Scientific Conference «Social and Cultural Transformations in the Context of Modern Globalism» dedicated to the 80th anniversary of Turkayev Hassan Vakhitovich. European Publisher, 2020. http://dx.doi.org/10.15405/epsbs.2020.10.05.80.

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Nawapan, Thiti, and Remart P. Dumlao. "'How Does the ASEAN Region Localize International Brands?’ A Multidimensional Analysis of Thai TV ads." In GLOCAL Conference on Asian Linguistic Anthropology 2020. The GLOCAL Unit, SOAS University of London, 2020. http://dx.doi.org/10.47298/cala2020.10-2.

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In intercultural scholarship, there is a considerable number of studies that explores the impact and effect of culturally oriented social media (see Koda 2014, 2016; Mendoza 2010). Of these studies, however, there is a paucity of understanding on how social media becomes a third space of cultural representation, especially in the Southeast Asian context (Dumlao and Wattakan 2020; Feng 2009; Kalscheuer 2008). Drawing from insights connected to inter-semiosis by Kress and Van Leeuwen (1996) and SF-MDA by O’Halloran (2011), therefore, this paper explores the glocalization process and its inclination to cultural representation, and thus creating new discursive forms of identities, by looking at Thai TV ads from January 2019 to December 2019. Two Thai TV ads were purposively chosen from international beverage companies. To capture the glocalization and cultural representation, we compared these with TV ads from other countries, namely, the Philippines, and the U.S.A. Through content and multidimensional analysis, the findings suggest that commercials construct glocal identities through several factors and incidences. These incidences and factors support and provide understanding for brand identity positioning, which itself describes the intersemiosis of elements within contemporary consumer cultures. Implications of this study are discussed in the paper.
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Chen, Chung-Jen, Shu-Mei Chang, Chia-Hui Feng, Ya-Hsueh Lee, Wen-Chun Hsu, and Chen-I. Huang. "Brand Positioning Visualization System." In 2021 9th International Conference on Information and Education Technology (ICIET). IEEE, 2021. http://dx.doi.org/10.1109/iciet51873.2021.9419615.

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Lv, Nan. "Brand Culture and Localization Design." In 2015 2nd International Conference on Education, Language, Art and Intercultural Communication (ICELAIC-15). Paris, France: Atlantis Press, 2016. http://dx.doi.org/10.2991/icelaic-15.2016.169.

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Pariyar, Amit, Yohei Murakami, Donghui Lin, and Toru Ishida. "Content Sharing in Global Brand from Geographic Perspective." In 2015 International Conference on Culture and Computing (Culture Computing). IEEE, 2015. http://dx.doi.org/10.1109/culture.and.computing.2015.47.

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Yan, Jinsong. "A Study on the Connotation of Brand Culture and the Updated Advantages of Developing Brand Culture." In 2011 International Conference on Management and Service Science (MASS 2011). IEEE, 2011. http://dx.doi.org/10.1109/icmss.2011.5998608.

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Qin, Xiaoqing. "Brand Culture Communication under New Media Age." In International Conference on Education, Management and Computing Technology (ICEMCT-15). Paris, France: Atlantis Press, 2015. http://dx.doi.org/10.2991/icemct-15.2015.143.

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Stukalina, Yulia. "Strategic Brand Positioning In A Modern Academia." In ISMC 2019 - 15th International Strategic Management Conference. Cognitive-Crcs, 2019. http://dx.doi.org/10.15405/epsbs.2019.10.02.3.

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Gu Lixia, Wang Junling, and Peng Jing. "Market positioning based on consumers' brand preference." In 2011 International Conference on Business Management and Electronic Information (BMEI). IEEE, 2011. http://dx.doi.org/10.1109/icbmei.2011.5920419.

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Candraningrum, Diah Ayu. "Culture of Drinking Coffee as a Brand Culture Communication on Belitung Island." In Proceedings of the 1st Aceh Global Conference (AGC 2018). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/agc-18.2019.19.

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