Importance of the brand image on the positioning of Diamond Fruits - Piura, Peru

Torres T.A.; Sembrera K.D.; Roncal P.B.; Colchao M.V. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2022)

Resumen

The objective of this research is to know the impact of the brand image on the positioning of Diamond Fruits, since it has been observed in several organizations that the influence of the image is necessary to obtain positive results that increase the visibility of the company to the clients. The research revolves around the theoretical foundations related to brand image and business positioning. It is non-experimental, the study sample is represented by ten Diamond Fruits client companies and as data collection techniques, a survey was carried out. Finding that the brand image demonstrated by Diamond Fruits has allowed a good positioning in the market, thus generating a 49% influence on the company's notoriety, a 45.2% ratio on key attributes, and, finally, an effect of 76.3% in the frequency of consumption. In conclusion, a good brand image strategy goes beyond achieving a better visualization of the company, but also generates greater trustworthiness of the company.

Instituciones: Universidad Privada Antenor Orrego