Positioning by cultural symbols

Positioning by cultural symbols:

An additional positioning strategy where in the cultural symbols are used to differntiate the brands. Examples would be Humara Bajaj, Tata Tea, Ronald McDonald. Each of these symbols has successfully differentiated the product it represents from competitors.

“Every advertisement must be considered as a contribution to complex symbol which is a brand image”- Comment.


 To understand this statement it is necessary to have a clear understanding of the term BRAND IMAGE. Consumers vary as to which brand attributes they see as most relevant and the importance they attach to each attribute. They will pay the most attention to the attributes that deliver the sought benefits. The market for a product can often be segmented according to the attributes that are salient to different consumer groups. The consumer develops a set of beliefs about where each brand stands on each attribute. These set of beliefs about the brand make up brand image.


 Brand identity and brand image need to be distinguished. Identity comprises the ways that company aims to identify or position itself or its product. Image is the way the public perceives the company or its products. Image is affected by many factors beyond the company’s control.