05
Unit 5 of 16
Brand Positioning in International Markets
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Brand positioning is the strategic act of occupying a distinct and valued place in the minds of target consumers. In international markets, this act becomes exponentially more complex: the same positioning that resonates powerfully in one market may be irrelevant, confusing, or even offensive in another.
Innovation Goal
Design a 'Transcultural Positioning Architecture' — an original framework for developing brand positions that are simultaneously globally coherent and locally resonant.