Question

Creating the brand name​ Häagen-Dazs to imply Scandinavian origin is an example of which of the following consumer culture positioning​ strategies?

A) Differentiated positioning
B) Global consumer culture positioning
C) Local consumer culture positioning
D) Niche positioning
E) Foreign consumer culture positioning

Answer 1

The brand name Häagen-Dazs is an example of Foreign consumer culture positioning, which is a strategy of associating a product with a foreign culture to enhance its appeal.

Step-by-step explanation:

Creating the brand name Häagen-Dazs to imply Scandinavian origin is an example of Foreign consumer culture positioning. This marketing strategy is deployed by a company to associate its product with a certain foreign culture or country, despite having no actual connection to that place. The exotic association with Scandinavia is used to convey a sense of premium quality and uniqueness in the brand, which appeals to consumers who are drawn to foreign cultures.