El poder del posicionamiento. Caso Nirsa

The objective of this article is to evaluate the importance of generating brand positioning based on the analysis of the Nirsa case of Guayaquil -Ecuador, with its canned tuna products of the Real brand. A documentary research and an interview with the Sales Manager of the company Nirsa were carried out. The main results obtained were as follows: the benefits of the product and highlight its most outstanding characteristics, define the distinctive place in the market and make the brand a solid basis of competitive advantage, this contributes to increased sales, of the reputation of a brand, and helps new product lines in the market more easily

• 1. Verfasser: Chedraui, Lorraine (author)
• Format: article
• Veröffentlicht: 2017
• Schlagworte: Posicionamiento; marca; ventaja competitiva; Positioning; Brand; competitive advantage
• Online Zugang: https://doi.org/10.33890/innova.v2.n10.1.2017.485; https://repositorio.uide.edu.ec/handle/37000/3574