Branding: incidencia en el posicionamiento de marca caso: conservas Isabel-Manta.

Abstract

The objective of this research is to determine how branding affects brand positioning Case: Preserves Isabel, through a quantitative study under a non-experimental design: transversal correlational, through the execution of a structured survey consisting of 15 items under a Likert scale, validated under the Cronbach coefficient obtaining a value of 0.988, supporting its validity and reliability. Through the collection of data from the SPSS statistical program, a significant correlation between both variables is evident, under Spearman’s Rho with a coefficient of 0.988, the present study is validated, determining that branding is crucial for brand positioning, which differentiates a company within the market, emotionally connecting with consumers helping to highlight the quality and authenticity of each of the products, thus creating a perception of trust and loyalty on the part of customers.