IDEAS home Printed from https://ideas.repec.org/a/aac/ijirss/v8y2025i3p621-626id6587.html
   My bibliography  Save this article

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

Author

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

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.

Suggested Citation

  • Campos Cárdenas, Luis Felipe & Arce González, Consuelo & Díaz Díaz, Roberto Adolfo & Vera Calderón, José Alejandro & Naranjo Naranjo, Luis Fernando, 2025. "New trends in international marketing: Focus on branding and its connection with the consumer," International Journal of Innovative Research and Scientific Studies, Innovative Research Publishing, vol. 8(3), pages 621-626.
    • Handle: RePEc:aac:ijirss:v:8:y:2025:i:3:p:621-626:id:6587
    as

    Download full text from publisher

    File URL: https://ijirss.com/index.php/ijirss/article/view/6587/1280
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aac:ijirss:v:8:y:2025:i:3:p:621-626:id:6587. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Natalie Jean (email available below). General contact details of provider: https://ijirss.com/index.php/ijirss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.