Brand positioning strategy for export-oriented businesses

In the context of global competition, brand positioning is a key factor that helps export-oriented businesses stand out and build trust with customers. This article clarifies the role of brand positioning and explores effective strategies that enable exporters to elevate their position in international markets.

1. What Is Brand Positioning?

Brand positioning is how a business defines and builds its image and distinctive value in the minds of its target customers. For export-oriented companies, brand positioning goes beyond creating product recognition—it is the process of establishing a competitive position in international markets, where standards, consumer preferences, and expectations vary across countries.

1.1. The Role of Brand Positioning for Export Businesses

Brand positioning plays a particularly important role for export businesses, as it forms the foundation for brand recognition, recall, and differentiation in the eyes of international customers. When a brand is clearly positioned, companies can communicate their core values effectively, build trust, and reduce barriers when entering new markets.

An effective positioning strategy also enables exporters to compete more equally with brands from countries that have stronger manufacturing capabilities or a more favorable country-of-origin image. As a result, businesses can build sustainable competitive advantages, increase product value, and strengthen their long-term presence in export markets.

1.2. Challenges of Brand Positioning in International Markets

Brand positioning in international markets is a challenging process due to significant differences in culture, consumer behavior, and quality standards across countries. A message that resonates in the domestic market may fail to gain traction abroad, requiring businesses to adapt their brand storytelling to each target market.

In addition, export businesses often face direct competition from well-established brands or brands originating from countries with stronger reputations in consumers’ minds. This makes initial trust-building more difficult and demands greater investment of resources.

Furthermore, variations in trade regulations, safety standards, and supply chain transparency requirements also impact brand positioning and communication. If these expectations are not met, it becomes difficult for a brand to establish a sustainable foothold in international markets.

2. Brand Positioning Map

2.1. What Is a Brand Positioning Map?

A brand positioning map (Perceptual Map) is a tool that helps businesses visualize their position relative to competitors based on the factors customers value most. For export-oriented companies, positioning maps are especially important due to the diversity of international markets in terms of standards, expectations, and competitive intensity, requiring precise identification of competitive advantages in each target market.

2.2. How to Build a Brand Positioning Map for Export Businesses

Below are the key steps to building a brand positioning map when entering international markets:

Step 1: Identify the target customer segments in international markets
Analyze customer segments based on needs, purchasing behavior, spending power, and sensitivity to branding factors.
Read more: Market Analysis & Its Role in Export Business 

Step 2: Select the two most important criteria for the industry
Common criteria include:

Step 3: Analyze international competitors
This includes both local brands in the target country and global competitors within the same industry.

Step 4: Identify the brand’s current position on the map
Compare actual customer perceptions with the intended brand positioning to identify gaps that need adjustment.

Step 5: Define the desired position and refine the strategy
Once the current position is clear, businesses can determine their target position and develop strategies to close the gap.

Example:
In the export coffee industry, a positioning map may be built around two axes: coffee quality and local identity. Trung Nguyên is often perceived as “high quality with strong Vietnamese identity,” while international brands such as Lavazza or Illy are positioned as “high quality with strong global appeal.”

Based on this map, businesses can identify market gaps—such as pricing segments or artisanal product lines—and develop suitable business strategies accordingly.
Read more: Types of Vietnamese Coffee for Export – Latest Update 

3. Brand Positioning Strategies for Export Businesses

Below are some common brand positioning strategies that export businesses can apply when building their presence in international markets.

3.1. Product Quality-Based Positioning

Quality-based positioning emphasizes production standards, durability, safety, or technological advantages. For export businesses, this strategy is particularly effective in markets with strict requirements, such as Europe or Japan.

Companies must demonstrate quality through international certifications, rigorous quality control processes, or distinctive materials and technologies. This approach helps build trust and opens opportunities to compete in higher-price segments.

3.2. Local Value-Based Positioning

Local value-based positioning leverages cultural elements, native materials, or traditional craftsmanship from Vietnam. This strategy is well suited to industries such as agriculture, handicrafts, coffee, and ceramics—where national identity can become a competitive advantage.

By telling stories about origin, artisanal processes, or regional characteristics, businesses can create emotional appeal and differentiation from similar international products. This approach is particularly effective in markets that value uniqueness and cultural authenticity.

3.3. Price-Based Positioning

Price-based positioning is suitable for businesses with cost advantages or optimized supply chains. It allows brands to penetrate price-sensitive or highly competitive markets such as the Middle East, South Asia, or Africa.

However, low-price positioning does not mean “cheap,” but rather offering reasonable value for the quality delivered. Export businesses should emphasize product efficiency and reliability to avoid entering a destructive price war.

3.4. Emotion- and Brand Value-Based Positioning

Emotion-based positioning focuses on building a connection between the brand and customers through storytelling, messaging, and shared values. For export businesses, this strategy works well when products deliver not only functional benefits but also experiences, lifestyles, or cultural pride.

When messaging is consistent across all touchpoints, brands can foster familiarity and trust, leaving a deeper impression on international customers—something purely feature-driven products often struggle to achieve.

3.5. Glocalization Strategy

Glocalization involves adapting products, packaging, messaging, or brand experiences to align with local preferences, culture, and consumer behavior in each market. This is one of the most effective strategies for Vietnamese businesses entering international markets, especially those with significant language or cultural differences.

Localization goes beyond language translation to include taste preferences, product sizing, visual symbols, and communication styles. A flexible glocalization strategy allows brands to feel more “local” while preserving their core identity.

3.6. Segment-Focused Brand Positioning

Segment-focused positioning requires businesses to concentrate on a clearly defined customer group—such as premium consumers, younger audiences, sustainability-conscious buyers, or B2B clients in target markets.

This strategy enables brands to tailor messaging and value propositions to real customer needs rather than trying to appeal to everyone. By deeply understanding segment-specific insights, businesses can create consistent products, experiences, and communication strategies that enhance competitiveness and market entry effectiveness.

4. Conclusion

In summary, brand positioning not only helps export businesses differentiate their products but also lays the foundation for building trust and expanding into international markets. By clearly understanding target customers, selecting appropriate strategies, and maintaining consistent messaging, Vietnamese enterprises can gradually strengthen their position in the global market amid intense competition.

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