Purpose – This article aims to examine positioning strategies of international and multicultural‐oriented service brands. Design/methodology/approach – Following review of the literature and pilot study, three main populations (executives and experts, companies' marketing communications,...

Purpose – The purpose of this paper is to undertake a comparative examination of the media types used in projecting positioning strategies of service brands, and to establish whether there is evidence of congruence/fit between managerial decisions, adopted communications and target audience...