In Europe, Procter & Gamble and Henkel appear to follow significantly different brand positioning strategies for laundry detergents. Procter & Gamble tends to use pan-European brand positions while Henkel tends to use brand positions that vary by country. Why would Procter & Gamble and Henkel pursue different brand positioning strategies and both be correct? The answer is that their competitive situations differ and they would answer the questions posed in this article differently.
Sexton, Don. "Should Your Brand Be Global?" Chazen Web Journal of International Business (2004). http://www2.gsb.columbia.edu/journals/files/chazen/Should_Your_Brand_Be_....
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