Global Positioning Strategies: A Comparison of Positioning Strategies Used in German and American Airline Magazine Advertisements: An Abstract

  • Charles Blankson
  • Selcuk Ertekin
  • Cedric Lohse
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


Due to increasing globalization and leveled down trade barriers between countries, companies can internationalize faster than ever before. Consequently, the creation of a global brand is becoming more and more important to businesses as they try to reach out to a global consumer culture. As the competition gets tougher in international domain, companies need to create positive connections in the target consumers’ mind and have a clear positioning strategy. Carefully planned positioning strategies help establish brand equity and maintain consumers in the long term. In this study, global brand positioning is studied through advertisements in in-flight magazines for airlines from Germany and the United States. A consumer-based typology is used to identify and compare the positioning strategies used by the companies that advertise their products in these global magazines. The findings indicate that in-flight magazines from both of these domains utilize customer-derived positioning strategies in order to create consumer-based brand equity and strong consumer loyalty.

References Available Upon Request

Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  • Charles Blankson
    • 1
  • Selcuk Ertekin
    • 2
  • Cedric Lohse
    • 3
  1. 1.University of North TexasDentonUSA
  2. 2.Brenau UniversityGainesvilleUSA
  3. 3.Missouri Western State UniversitySaint JosephUSA

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