Brand reputation as a fundamental element of international brand positioning for Mexican fashion brands
According to current business growth and brand positioning strategies, there are different ways in which companies and fashion brands manage to enter and / or position themselves in new international markets in order to achieve success. This article analyzes brand reputation as an element that influ...
- Autores:
-
Munoz Alvarado, Laura Berenice
Mata- Sánchez, Gabriela
- Tipo de recurso:
- Fecha de publicación:
- 2022
- Institución:
- Universidad EAFIT
- Repositorio:
- Repositorio EAFIT
- Idioma:
- spa
- OAI Identifier:
- oai:repository.eafit.edu.co:10784/33187
- Acceso en línea:
- http://hdl.handle.net/10784/33187
- Palabra clave:
- Brand reputation
International positioning
Brand
Reputación
Posicionamiento internacional
Marca
- Rights
- License
- Copyright © 2022 Laura Berenice Munoz Alvarado, Gabriela Mata- Sánchez
| Summary: | According to current business growth and brand positioning strategies, there are different ways in which companies and fashion brands manage to enter and / or position themselves in new international markets in order to achieve success. This article analyzes brand reputation as an element that influence brand positioning. The data collected from this investigation was generated through previously studied theories and scientific findings. The results obtained show that reputation, prestige and trust are multifactors that have greater relevance and weight in a brand’s positioning in an international market. For this article, the methodology will be a set of a qualitative descriptive and interpretive findings based on the objective of the research. |
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