Brand positioning strategies: a systematic review and proposal for future research

Gallardo-Tello N.E.; Tapara-Sinti J.; Cordova-Buiza F. · RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao (2024)

Resumen

The present investigation has the objective to identify the main brand positioning strategies applied in companies in South American countries. To estimate the information obtained, the Prisma method was used, as well as inclusion criteria which covered articles from the last 10 years, in Spanish or English, complete writing, unreliable sources and duplicated articles were excluded. 25 scientific articles were found from sources such as Scielo, Dialnet, Latindex, Redalyc and Crossref; The main finding was that the most used marketing strategies were viral or social media marketing and strategies through the marketing mix focused on quality, product or service. It is concluded that these strategies are used as a driving force for the growth of brands. In that sense, it’s emphasized that future researchers analyze the digital marketing strategies used by ecommerces and/or ventures given the evolution and fluctuating behavior of the market.

Instituciones: Universidad Privada del Norte