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New trends in international marketing: Focus on branding and its connection with the consumer

Year: 2025

Type: article

Abstract: This article analyzes from an analytical-descriptive-documentary perspective the approach to branding and its connection with the consumer. The process of creating and managing a brand consists of achieving the positioning, recall, and recognition of the product. Currently, market conditions, globalization in its various dimensions, and fierce competition have made brand management more important in a global and interconnected world economy. Thus, it is considered that one of the main results and contributions of this research is to understand the characteristics of the consumer and achieve a positioning not only in the mind of the target market but also in the consumer's sentiment.

Source: International Journal of Innovative Research and Scientific Studies

DOI: 10.53894/ijirss.v8i3.6587

Authors: Campos Cárdenas, Luis Felipe, Arce González, Consuelo, Díaz Díaz, Roberto Adolfo, Vera Calderón, José Alejandro, Naranjo Naranjo, Luis Fernando

Institution: University of Tolima

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4409963814

FWCI:

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