When Leonidas, a Belgian brand of chocolates sold in the home country as a mainstream brand, decides to sell with a premium image and prices in some overseas markets, this is an example of:

Question

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This is an example of a positioning strategy, where Leonidas is adjusting its brand image and pricing to fit into a premium category in overseas markets, differentiating itself from how it is perceived in its home market.

When Leonidas, a Belgian Brand of Chocolates Sold in the Home