BRAND POSITIONING IN THE GLOBAL MARKET: SUCCESS STORIES AND STRATEGIC APPROACHES
DOI:
https://doi.org/10.5281/zenodo.15305703Keywords:
Brand positioning, Brand, Global MarketAbstract
Brand is seen as an identity for consumers. Brand provides confidence to consumers. A good brand is remembered more, preferred and creates a customer base. The brand establishes an emotional bond with the consumer, satisfies consumers and increases loyalty to the brand. The brand helps the business to gain competitive advantage. Brand positioning is the strategies that shape the perception of the brand in the target audience, how the brand differs from other competitors in the market and how it should gain a place in the minds of consumers. Brand positioning defines the place of the brand in the market and gives a direction on how the target audience will perceive the brand. Successful brand positioning in the global market requires the implementation of the right strategies, cultural adaptation and an in-depth understanding of consumer behaviour. In brand positioning in global markets, companies use different strategies to create a strong brand identity while appealing to both local and global target audiences. In this framework, the success stories and strategic approaches of global brands in Turkey (THY, Arçelik, Vestel, Ford Otosan, Turkcell, LC Waikiki, BİM, Ülker, Anadolu Efes and Mavi) are analysed.
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