Multinational Management
Brand positioning refers to the strategic process of creating a distinct image and identity for a brand in the minds of consumers relative to competitors. This involves defining how a brand is perceived based on its unique features, benefits, and values, and determining the target market's preferences. Effective brand positioning is essential for achieving competitive advantage in global markets and is influenced by whether a company opts for standardization or adaptation in its marketing efforts, integrates into broader global marketing strategies, and manages its brand across diverse markets.
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