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

Luis Felipe Campos Cárdenas (), Consuelo Arce González (), Roberto Adolfo Díaz Díaz (), José Alejandro Vera Calderón () and Luis Fernando Naranjo Naranjo ()

International Journal of Innovative Research and Scientific Studies, 2025, vol. 8, issue 3, 621-626

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.

Keywords: Advertising; Business economics; Marketing. (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:aac:ijirss:v:8:y:2025:i:3:p:621-626:id:6587

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