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New trends international marketing: branding approach and its relationship with the consumer

Author

Listed:
  • Armando M. Jiménez

    (Departamento de Tecnología de Servicios. Universidad Simón Bolívar. Sarteneja. Venezuela. Código postal 96001.)

  • Hermelinda Camirra

    (Escuela de Administración y Contaduría. Facultad de Ciencias Económicas y Sociales. Universidad Central de Venezuela. Caracas. Venezuela.)

Abstract

This article analyzes from an analytical perspective - descriptively Branding documentary approach and its relationship with the consumer. The process of creating and managing a brand is to achieve positioning, product recall and recognition. Currently, market conditions, globalization in its various dimensions and in short, fierce competition, have made the copper brand management increasingly 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 consumer characteristics and achieve a position not only in the minds of the target market, but also in consumer sentiment.

Suggested Citation

  • Armando M. Jiménez & Hermelinda Camirra, 2015. "New trends international marketing: branding approach and its relationship with the consumer," Economía, Instituto de Investigaciones Económicas y Sociales (IIES). Facultad de Ciencias Económicas y Sociales. Universidad de Los Andes. Mérida, Venezuela, vol. 40(40), pages 171-186, july-dece.
    • Handle: RePEc:ula:econom:v:40:y:2015:i:40:p:171-186
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    More about this item

    Keywords

    Business economics; marketing; advertising.;
    All these keywords.

    JEL classification:

    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • M2 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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