What are the major differences between global, foreign, and local consumer culture positioning? Why are these differences significant? Give examples of how companies are trying to lure customers using these positioning strategies

Question

What will be an ideal response?

Answer 1

Global consumer culture positioning (GCCP) is defined as a strategy that identifies the brand as a symbol of a particular global culture or segment. It has proven to be an effective strategy for communicating with global teens, cosmopolitan elites, and globe-trotting laptop warriors who consider themselves members of a transnational commerce culture. For example, Sony's slogan "My First Sony" is positioned as the electronics brand for youngsters around the globe with discerning parents. Benetton uses the slogan "United Colors of Benetton" to position itself as a brand concerned with the unity of humankind. Categories of products that lend themselves to this positioning are both associated with high levels of customer involvement and by a shared "language" among users. High tech products such as iPod, iPhone, MP3 players, video cameras, and all such technology-prone items fall into these categories.

Foreign consumer culture positioning (FCCP) associates the brand's users, use occasions, or production origins with a foreign country or culture. Foster's Brewing Group's U.S. advertising proudly uses the brand's nation of origin in all of its print ads and other promotions as being Australian. Local consumer culture positioning (LCCP) strategy associates the brand with local cultural meanings, reflects the local culture's norms, portrays the brand as consumed by local people in the national culture, or depicts the product as locally produced for local consumers. Budweiser's U.S. advertising particularly focuses on local aspects.