International Positioning

What is Product Position?

• Refers to the product's position in terms of brand awareness.

• Summarizes consumer opinions regarding the specific features of the product.

• Benefits that a product enjoys due solely to its brand name.

• Process of changing consumer perceptions of a brand relative to competitors.

What is a Positioning Statement?

• The way customers view the product.

• Benefits that a product enjoys due solely to its brand name.

• One- or two- sentence summary of a company's positioning strategy.

• The ability to charge a higher price, the increased consumer loyalty and higher stock price.

What are the elements of product position?

• The way customers view the product and the product's standing relative to competitors.

• Product Attribute, Product User, Competitors, Product Class, Use or Application, Cultural Symbol, Price-quality and Relationship.

• Emphasize a unique benefit or component of a product that separates it from competitors.

• The ability to charge a higher price, the increased consumer loyalty and higher stock price.

What are the positioning approaches?

• Product Attribute, Product User, Competitors, Product Class, Use or Application, Cultural Symbol, Price-quality and Relationship.

• The way customers view the product and the product's standing relative to competitors.

• Benefits that a product enjoys due solely to its brand name.

• Consists of the attitudes and knowledge consumers have about a country.

What are the country-of-origin label wording?

• Consists of the attitudes and knowledge consumers have about a country.

• Product of, made in, design in, packaged in, assembled in, certified made in.

• Refers to the product's position in terms of brand awareness.

• Process of changing consumer perceptions of a brand relative to competitors.

What is Brand Equity?

• The ability to charge a higher price, the increased consumer loyalty and higher stock price.

• Emphasize a unique benefit or component of a product that separates it from competitors.

• Refers to the product's position in terms of brand awareness.

• Benefits that a product enjoys due solely to its brand name.

What is share of mind?

• Refers to the product's position in terms of brand awareness.

• Focuses more on the emotional components of the consumer attitudes and includes the ways consumers experience the product and its social context.

• Process of changing consumer perceptions of a brand relative to competitors.

• Consists of the attitudes of consumers have about a brand.

What is share of heart?

• Refers to the product's position in terms of brand awareness.

• Focuses more on the emotional components of the consumer attitudes and includes the ways consumers experience the product and its social context.

• Process of changing consumer perceptions of a brand relative to competitors.

• Consists of the attitudes of consumers have about a brand.

What are the benefits of Brand Equity?

• Benefits that a product enjoys due solely to its brand name.

• Some evidence suggests that it can take up to six years for consumer perceptions of quality to shift.

• The way customers view the product and the product's standing relative to competitors.

• The ability to charge a higher price, the increased consumer loyalty and higher stock price.

What is called greenwashing?

• Process of changing consumer perceptions of a brand relative to competitors.

• Refers to the product's position in terms of brand awareness.

• Practice of exaggerating or even fabricating the degree of the sustainable or green activities taking place in the organization.

• Consists of the attitudes and knowledge consumers have about a country.