Branding as a positioning strategy for the Adra Peru brand

Abstract

The purpose of the study addressed was to verify the association of branding as a strategy for the positioning of the Adra Perú brand, Tarapoto 2023 headquarters. Since, branding is important since it helps the company meet its objectives, which affects the positioning of brand. To fulfill the objectives, a non-experimental and descriptive-correlational study method was used; whose population was 300 clients, extracting a sample consisting of 200 clients through non-probabilistic sampling at the author's convenience. Regarding the results, it is evident that the variables were positively correlated (Spearman's Rho = 0.722**; P value = 0.000). Likewise, it is related to the brand awareness dimensions (R = 0.652**; p = 0.000); perceived quality (R = 0.652**; p = 0.000); brand loyalty (R = 0.681**; p = 0.000) and brand associations (R = 0.617**; p = 0.000). In conclusion, there is a direct relationship between branding as a strategy for the positioning of the Adra Perú brand, Tarapoto 2023 headquarters. Keywords: Branding; bran positioning; clients and strategy.