El impacto del posicionamiento de marca en las decisiones de compra de los consumidores

Abstract

Brand positioning is a strategic process that seeks to establish a distinctive and relevant image in the minds of consumers. Achieving this requires conducting market research, understanding consumer needs, and effectively communicating brand attributes and values. For the development of the work, a documentary and exploratory investigation was carried out in order to collect information on the importance of the brand and its influence on consumers. Selection criteria and qualitative research were used to obtain valid insights. Among the most important results that the research produced, we have that brand positioning influences consumer purchasing decisions in various ways. First, it helps to differentiate a brand from its competitors, allowing it to be more easily identified and remembered. In addition, a solid positioning generates trust and credibility in consumers. It can also build consumer loyalty, leading them to repeat purchases and recommend the brand to others. Therefore, it is important that companies understand how consumers perceive their brand and make the necessary adjustments to improve their positioning.