Benetton uses the slogan "United Colors of Benetton" to position itself as a brand concerned with the unity of humankind.This type of strategy is referred to as GCCP (global consumer culture positioning).

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GCCP (Global Consumer Culture Positioning) refers to a strategy that positions a brand as embodying a global culture or as being an icon of a global consumer culture. Benetton's use of "United Colors of Benetton" as a slogan to promote unity among humankind aligns with this strategy by appealing to universal values and the idea of a global community.

Benetton Uses the Slogan "United Colors of Benetton" to Position