Brand Positioning in the Context of Market Multiculturalism
Brand Positioning in the Context of Market Multiculturalism

Summary/Abstract: The world seems to get more compact as we can reach more easily every part of it, as we can communicate and travel worldwide. The communication technologies and the Internet have significantly increased the economic cooperation of countries by creating an accessibility gate to all the world’s valuable scientific discoveries and also to the valuable experiences of the more developed countries. In terms of product and service brands there is a tendency of the strong ones to go global and there is also a tendency of other countries to embrace those brands as their own. The international marketing has come to help and support international businesses with strategies for multinational brands proposing from case to case both a standardized strategy and an adaptation one. But at the end of this process the international marketing will have to face a new global reality and will have to return to its essence: a strong differentiation of brands across cultures, and not just across countries. And that because due to the globalization process the national barriers tend to disappear while others types of cultures are getting stronger. The paper analyzes exactly this issue of brand positioning in the context of market multiculturalism.

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