Branding positioning statement Maotai Spirit has several attributes that can be critical for gaining competitive advantage. At first, it is necessary to speak about refreshing taste of this product. One should also mention the use of high-quality grains and sophisticated manufacturing processes. Furthermore, this alcoholic beverage is associated with Chinese cultural heritage (Grant 128). Overall, Maotai Spirit has a strong reputation in the Asian market, and it can appeal to Asian immigrants living in the United States (Mackerras 202). These qualities can enable this company to find a niche in the American market which is currently growing. On the whole, Maotai Spirit can be positioned as a luxury beverage that is targeted to affluent clients who may represent different professional fields. More importantly, the brand incorporates such offerings as unique taste, classical production techniques, and sense of prestige which is associated with this liquor. These are the core elements that should be emphasized during the marketing campaign since they are instrumental for attracting customers. Creative brief Client In this case, the client is Kweichow Moutai Company which manufactures this alcoholic beverage. This Chinese enterprise is headquartered in Renhuai. It should be mentioned that this organization does not offer specific contact information. For example, one can easily locate its website. Nevertheless, the company mentions only the postal code without specifying detailed address or telephone number (Kweichow Moutai Company). This is one of the problems that should be addressed because it can create difficulties for potential clients, especially those people who may want to purchase their products. Project This project is aimed at developing the marketing campaign for Maotai Spirit. In particular, this campaign should be designed for the needs of American consumers. Currently, these customers can purchase various alcoholic beverages of the premium class, but they can also be interested in purchasing Maotai Spirit. At present, this market has almost completely recovered from the effects of the economic recession. Objective The main objective is to make sure that Maotai Spirit can enter American market and remain competitive in a specific segment which can be described as premium alcoholic beverages. It is necessary to demonstrate to the potential clients that Maotai Spirit has a unique value proposition that makes this product worth purchasing even at a relatively high price. This is one of the messages that one should convey to the potential consumers. Furthermore, one should show that this liqueur stands out among other beverages such as whiskey or scotch which can also be very popular among the male customers. Finally, hypothetical clients should believe that this liquor can enable them feel the sense of prestige and enjoy unique taste. These are the attributes that many affluent customers look for (Shiring 343).This is the main objective that should be attained. Target audience The target audience includes primarily affluent Asian males who are aged between 25 and 50. This group has been selected because they are more likely to know about this product; more importantly, they can afford it. Additionally, this specific age group has been singled out because during this life stage, people are more likely to consume alcoholic beverages. Nevertheless, this product can also be also appea