Business Intelligence

A New Global Brand Positioning Strategy- The Process Of Horizontal And Vertical Segment Combination

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Executive Summary

This paper conducts an in-depth case study of a young and successful global brand company to explore the global brand positioning process. Evidence shows that generation of global brand positioning is a process of harmonization. There are at least three pairs of seemingly contrasting elements need to be harmonized to generate a unique brand positioning. The three fusions are: western and eastern cultures; historical heritage and modern innovation; hand-craftsmanship and mass-production. These are harmonized to compose global brand positioning of brand themes, product design principle and product physical features. The harmonizing process occurs through four important sequential stages: learning and absorbing, extracting and engendering, inventing, and institutionalizing.

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