Global positioning involves establishing an image for a company's products in customers' minds across international markets. This is more complicated than domestic positioning due to differences in how brands are perceived regionally. There are two main international positioning strategies - uniform positioning, where a company uses one positioning globally for efficiency, and localized positioning, where positioning is adapted to each local market. When expanding globally, companies can position their brand around a global, local, or foreign culture to appeal to different types of international consumers.

1. Global Positioning

2. Positioning
• Process by which a company establishes an
image for its products in the minds of
customers.
• Creating an image for a product or service in
the minds of consumer in contrast to
competitive offerings.

3. Global Positioning
• More complicated than domestic market
positioning.
• Uniform global positioning is more effective
and efficient.
• Perception of brands differ by region.

4. International Positioning Strategies
Uniform Positioning Strategy
Localized Positioning Strategy

5. Global, Foreign, and Local Consumer
Culture Positioning
 Global consumer culture positioning (GCCP)
– Brand as a symbol of a given global consumer
culture
 Local consumer culture positioning (LCCP)
– Brand as an intrinsic part of the local culture.
 Foreign consumer culture positioning (FCCP)
– Brand mystique built around a specific foreign
culture

6. Global, Foreign, and Local Consumer
Culture Positioning
 Global consumer culture positioning (GCCP)
– Brand as a symbol of a given global consumer
culture
 Local consumer culture positioning (LCCP)
– Brand as an intrinsic part of the local culture.
 Foreign consumer culture positioning (FCCP)
– Brand mystique built around a specific foreign
culture