ABSTRACT
This chapter examines the effectiveness of global consumer culture positioning strategy executed via highly performance-oriented appeal across four European countries. Global brands which target consumers in multiple cultures may utilise several advertising strategies to become market leaders in the most cost-effective way possible. Advertising for global brands may take many forms. For example, TUI, the global travel agent, uses appeals to relaxation, fun, joy, and happiness in its advertising, most likely because it is congruent with the product characteristics. Brands can benefit from positioning themselves as associated with global consumer culture via increased perceptions of quality, prestige, and credibility associated with the perception of the “globalness” of a brand. The preference for rewarding and focusing on performance has been conceptualised as “the extent to which a human community encourages and rewards setting challenging goals, innovation, and performance improvement” or as “achievement” culture orientation.
