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...
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| Tipo de documento: | artigo |
| Estado: | Versão publicada |
| Data de publicação: | 2017 |
| País: | Ecuador |
| Recursos: | Universidad Internacional del Ecuador |
| Repositório: | Repositorio Universidad Internacional del Ecuador |
| OAI Identifier: | oai:repositorio.uide.edu.ec:37000/3574 |
| Acesso em linha: | https://doi.org/10.33890/innova.v2.n10.1.2017.485 https://repositorio.uide.edu.ec/handle/37000/3574 |
| Access Level: | Acceso aberto |
| Palavra-chave: | Posicionamiento; marca; ventaja competitiva Positioning; Brand; competitive advantage |
| Resumo: | 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 |
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