Framework of Ethical Brand Positioning: A case study of anchor

This paper addresses ethical and cross-cultural issues in brand positioning. Five basic elements of brand positioning – Brand Identity, Brand Image, Brand Personality, Brand Awareness, and Brand Communication are identified. These elements of brand positioning and their associated variables are defined and blended with ethical and cross-cultural issues. After generating a statistically significant framework, a predictive model is developed. This paper is based on the core idea that ethics can be used as a product differentiator and can create a strategic advantage. The framework emerges after studying top ten Indian brands in India in different sectors. The Anchor case study is important from the managerial point of view as it serves a step by step guide to position the brand in an integrated and ethical manner.

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Adaptation strategies for Ethical Brand Positioning in Cross Cultural environment

Every culture has its own uniqueness in term of variability of Beliefs, Ethics and value system, this paper is the result of research work on Ethical Brand Positioning in cross cultural environment. The work starts with the basic premise that brands in global environment are facing various cultures, and cross cultural variability is effecting their brand positioning. Brands need an adaptation framework in reference to the culture in which they operate. Brand positioning elements interact with various variables of culture. This interaction demands an adaptive response from the brand, if the brand positioning has to be contextual and in tune with the culture then the brand positioning variables has to interact, adapt and respond to the cultural variables in which the brand is operating. Four global brands operating in Indian context are taken and a generic stepwise prescriptive strategic framework is suggested for cross cultural adaptation of ethical brand positioning.

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