-First Global Strategic Positioning Report Released 

Fortune (China) and Ries Positioning Strategy & Consulting have released the 
first global positioning strategy report – 'The $ Trillion Opportunities: 
Building Global Brands with Country Positioning in Mind' – in the United 
States. 

The positioning report points out that each country has different 'positioning 
in mind' qualities and that companies should effectively grasp the concept and 
rely on categories to build a global brand. 

The research for the positioning report was based on the unique theoretical 
framework created by Ries Consulting, and explored through consumer analysis 
and category research into six core markets, the United States, China, United 
Kingdom, France, Germany and India. It importantly locks in potential category 
opportunities in these markets. It also provides guidelines for the development 
of potential categories in the global market and is the world's first 
positioning report focusing on cognition and category. 

"We're at an important time when global business is facing great challenges, 
and businesses and brands need to explore the global 'blue ocean' 
opportunities," The global CMO of Fortune, Michael Joselof, introduced the 
background to the positioning strategy project, "Ries Consulting is a global 
strategic positioning leader, famous for pioneering a positioning theory which 
combines 'perception' and 'category' in its business models. We have 
collaborated to capture the world's most potential product categories."

The positioning report points out that "country positioning in mind" represents 
consumers' unique first experienced perceptions of a certain country. Of all 
the countries researched, China and India have enjoyed rapid development but 
their in-mind country positioning is divided.

The U.S., China and Germany have become leaders in technology and innovation 
but India has yet to shake off its traditional agriculture image in the minds 
of global consumers. The UK and France are distinguished by good design, 
fashion and high-end products, showing their advantages in wealthy consumer 
categories such as luxury and jewelry.

Brand, category and country positioning in mind could deeply influence each 
other, the report says. Therefore, when building a global brand, the key is to 
combine different categories, and each country has its own distinctive leaders 
with unique country positioning in mind.

When categories are combined with the superior aspects of a country's 
positioning in mind, category innovations are born, and these could form new 
global advantages in the consumer mind. The report also specifically analyzes 
opportunities in the global market for tea, apparel, electric vehicles and 
other categories.

Laura Ries, Global Chairman of Ries Consulting, assessed the future global 
business opportunities in conjunction with release of the report, "The key to 
winning global competition lies in whether a brand could own the mind of global 
consumers. In the process of building a global brand, country positioning in 
mind is very important, however it's often overlooked by entrepreneurs. 
Exploring and using country positioning in mind and maximizing its influence 
will be very helpful in building a global brand." 

Laura continued, "This is what Ries Consulting has adhered to and has been 
proven in business practice in the past 60 years. In the 21st century, the 
global competition between brands is unavoidable. The decision about whether to 
grow into a global brand is a 'to be, or not to be' decision. Even though the 
international situation is complicated today, only by correctly understanding 
the law of perception and by creating new categories can we successfully build 
global brands."

SOURCE: Ries Positioning Strategy & Consulting

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   Link: https://iop.asianetnews.net/view-attachment?attach-id=380266

   Caption: The first global strategic positioning report by Fortune and Ries 
Consulting was released in Times Square, New York