Know-How Exchange : Student Questions

Few companies position their products globally (use the same positioning in all countries).

For example, Mercedes Benz is considered an upmarket, luxury vehicle in America, but in Germany they are used as taxis.

You can get lots of examples of positioning just by searching the previous questions on this site. In the bar on the right, click on Search Questions and enter "positioning" as the search term. There have been many questions asking about positioning - so you can read what was said before and see if the questions match what you need for your assignment.

Lots of examples of companies that try to keep their brand consistent across markets globally. Yum Brands (KFC, Pizza Hut, Taco Bell) is one, Pepsi Cola and Coca Cola are two others, Volvo is another. Also most of the major international air carriers -- Lufthansa, Singapore Airlines, Air France, American Airlines, etc.

What is it you need to know about them? They all try to stand for the same thing in most parts of the world they serve. Of course there are some local variations on the theme, but basic brand positioning is generally the same.