Final answer:
The answer is True. Benetton employs global consumer culture positioning (GCCP) with its 'United Colors of Benetton' slogan as part of its marketing strategy to foster a universally recognized brand image that promotes unity across diverse global consumers.
Step-by-step explanation:
Benetton's use of the slogan "United Colors of Benetton" to position itself as a brand concerned with the unity of humankind is indeed an example of global consumer culture positioning (GCCP). This marketing strategy is designed to appeal to a global audience by associating the brand with the values and aesthetics of a global consumer culture, rather than with any particular national identity or cultural group.
By implementing this strategy, Benetton aims to create a universal brand image that transcends local cultures and is recognized worldwide, aligning with a universal message of unity and diversity. This approach is apparent in various industries, as companies leverage advertising and branding to reinforce their presence across different platforms and cultural boundaries. For instance, American brands like Coca-Cola use their distinctive branding to spread not only their products but also the American culture and values around the world, a phenomenon that is facilitated by globalization.
As the advertising landscape becomes increasingly synergistic, consumers are bombarded with consistent branding messages across multiple channels. This is part of what Naomi Klein's "No Logo" refers to as the attention economy, where capturing consumer attention through ubiquitous brand messages is crucial for product advertising. Such strategies reinforce brand recognition and influence consumer behavior, reinforcing the brand's position in a global market.