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The importance of product positioning and global branding for sustaining competitive advantage within the companies’ global marketing strategy



Author(s)

Aslı Küçükaslan Ekmekçi

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DOI:10.17265/1537-1506/2010.04.002

Department of Business Administration, Faculty of Economics and Administrative Sciences, Marmara University, Istanbul 34722, Turkey

In today’s globally competitive world, because of the globalization, new business patterns and the changing nature of consumers, the companies feel the necessity to act strategic in the market and to reach up the target markets and sustain maximum customer satisfaction in order to compete and survive. In this context, within the study it is tried to define product positioning in international markets and global branding strategies conceptually and to focus on their contributions to the overall competitive advantage of the company. Initially, the study tries to present the association between product positioning and global branding approaches of the companies and sustaining competitive advantage. Justifications for the examination of the importance of companies’ international product positioning and global branding orientations as a basis of creating competitive advantage were derived from the literature. It is suggested that the companies’ product positioning and global branding orientations and sustaining competitive advantage are the important aspects in multinational management and international business areas. Therefore, the purpose of this study is to evaluate the impact of product positioning and global branding strategies of the companies with special references to various industries and global brands.

globalization; global branding; product positioning; competitive advantage; international business