Final answer:
Local consumer culture positioning (LCCP) is the strategy that aligns a brand with the cultural identities and practices of a specific consumer segment. It is different from Global consumer culture positioning (GCCP), which focuses on universal cultural appeal rather than local cultural specifics.
Step-by-step explanation:
The consumer culture positioning strategy that identifies a brand as a symbol of a particular culture or segment is known as Local consumer culture positioning (LCCP). This strategy is utilized when a brand aims to appeal to the cultural identities of its target consumers by emphasizing its alignment with local values and practices. Brands adopting LCCP underscore their relationship with local culture in market communications, relating the brand closely with specific cultural characteristics of the consumer group it aims to reach. This strategy is in contrast to Global consumer culture positioning (GCCP), which positions a brand as a symbol of global culture rather than appealing to cultural specifics. The spread of American brands like Coca-Cola serves as an example, showcasing how these brands can sometimes pursue a global positioning strategy that carries cultural identifiers into new markets, subsequently spreading associated values.