Global Vs. Local Brand Positioning Strategies: the Moderating Effect Of Belief in Global Citizenship

To assist brand managers seeking to strengthen their brand’s equity in a competitive global marketplace, Alden, Steenkamp, and Batra (1999) conceptualized and tested a brand positioning strategy which they labeled “global consumer culture positioning” (GCCP) as contrasted with local consumer culture positioning strategy (LCCP). A GCCP strategy is defined as “one that identifies the brand as a symbol of a given global culture” and represented by “advertising featuring the idea that consumers all over the world consume a particular brand” (Alden et al., p. 77). On the other hand, a LCCP strategy is defined as “a strategy that associates the brand with local cultural meanings, reflects the local culture’s norms and identities, is portrayed as consumed by local people in the national culture, and/or is depicted as locally produced for local people” (Alden et al., p. 77). The authors suggested that these positioning strategies are intended to influence brand value in an increasingly globalized market.