Branding as a market positioning: How companies in the food industry can position themselves in relation to the share of mind of products aimed at health

In view of a globalized market with increasingly critical consumers, brands are a differential in the decision-making process of buyers, who at all times are bombarded by information and new brands that emerge. Therefore, this article aims to expose the impact and the way in which the construction o...

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Principais autores: Junger, Alex Paubel, Paiva, Thayná Martins, Costa, Thifany Alves da Silva
Formato: Online
Idioma:por
Publicado em: Colegiado do Curso de Administração - CERES/UFRN
Endereço do item:https://periodicos.ufrn.br/revenspesextgestao/article/view/17107
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spelling oai:periodicos.ufrn.br:article-171072020-12-10T00:25:01Z Branding as a market positioning: How companies in the food industry can position themselves in relation to the share of mind of products aimed at health Branding como posicionamiento de Mercado: Como las empresas del ramo alimentario pueden posicionarse en relación al share of mind de productos orientados hacia la salud Branding como posicionamento de mercado: Como as empresas do ramo alimentício podem se posicionar em relação ao share of mind de produtos voltados para saudabilidade Junger, Alex Paubel Paiva, Thayná Martins Costa, Thifany Alves da Silva Branding, Mercado, Saudabilidade. Branding, Marketplace, Healthyness Branding, Mercado, Salubridad In view of a globalized market with increasingly critical consumers, brands are a differential in the decision-making process of buyers, who at all times are bombarded by information and new brands that emerge. Therefore, this article aims to expose the impact and the way in which the construction of a brand in the consumers is determinant for market positioning, that is, to fix the brand as a source of solution that meets the needs and expectations of the target audience  For this, a bibliographical and quantitative research was used so that the conclusion that the health is essential was measured. En vista de un mercado globalizado con consumidores cada vez más críticos, las marcas son un diferencial en el proceso decisorio de compradores, que en todo momento son bombardeados por informaciones y nuevas marcas que surgen. Por lo tanto, este artículo tiene por objetivo exponer el impacto y el modo como la construcción de una marca en los consumidores es determinante para posicionamiento de mercado, es decir, fijar la marca como referencia de fuente de solución que atiende a las necesidades y expectativas del público objetivo . Para ello, se utilizó investigación bibliográfica y cuantitativa para que la conclusión de que la salud es imprescindible sea evaluada. Em vista de um mercado globalizado com consumidores cada vez mais críticos, as marcas são um diferencial no processo decisório de compradores, os quais, a todo o momento são bombardeados por informações e novas marcas que surgem. Portanto, este artigo tem por objetivo expor o impacto e o modo como a construção de uma marca nos consumidores é determinante para posicionamento de mercado, ou seja, fixar a marca como referência de fonte de solução que atende às necessidades e expectativas do público-alvo. Para tanto, foi utilizado pesquisa bibliográfica e quantitativa para que a conclusão de que a saudabilidade é imprescindível fosse aferida. Colegiado do Curso de Administração - CERES/UFRN 2018-12-07 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://periodicos.ufrn.br/revenspesextgestao/article/view/17107 Revista de Ensino, Pesquisa e Extensão em Gestão; 2018; e13 2675-8512 por https://periodicos.ufrn.br/revenspesextgestao/article/view/17107/13510 Copyright (c) 2018 Revista de Ensino, Pesquisa e Extensão em Gestão
institution Periódicos UFRN
collection Portal de Pediódicos Eletrônicos da UFRN
language por
format Online
author Junger, Alex Paubel
Paiva, Thayná Martins
Costa, Thifany Alves da Silva
spellingShingle Junger, Alex Paubel
Paiva, Thayná Martins
Costa, Thifany Alves da Silva
Branding as a market positioning: How companies in the food industry can position themselves in relation to the share of mind of products aimed at health
author_facet Junger, Alex Paubel
Paiva, Thayná Martins
Costa, Thifany Alves da Silva
author_sort Junger, Alex Paubel
title Branding as a market positioning: How companies in the food industry can position themselves in relation to the share of mind of products aimed at health
title_short Branding as a market positioning: How companies in the food industry can position themselves in relation to the share of mind of products aimed at health
title_full Branding as a market positioning: How companies in the food industry can position themselves in relation to the share of mind of products aimed at health
title_fullStr Branding as a market positioning: How companies in the food industry can position themselves in relation to the share of mind of products aimed at health
title_full_unstemmed Branding as a market positioning: How companies in the food industry can position themselves in relation to the share of mind of products aimed at health
title_sort branding as a market positioning: how companies in the food industry can position themselves in relation to the share of mind of products aimed at health
description In view of a globalized market with increasingly critical consumers, brands are a differential in the decision-making process of buyers, who at all times are bombarded by information and new brands that emerge. Therefore, this article aims to expose the impact and the way in which the construction of a brand in the consumers is determinant for market positioning, that is, to fix the brand as a source of solution that meets the needs and expectations of the target audience  For this, a bibliographical and quantitative research was used so that the conclusion that the health is essential was measured.
publisher Colegiado do Curso de Administração - CERES/UFRN
publishDate 2018
url https://periodicos.ufrn.br/revenspesextgestao/article/view/17107
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