Systematic review: current status of brand personality for strategic positioning
DOI:
https://doi.org/10.22267/rtend.222301.192Keywords:
communication strategies; brand image; marketing; brand personality, strategic positioningAbstract
The purpose of this research is to expose the advancement of the brand personality (BP) for strategic positioning purposes (SP) whose analysis involves tools, models, and economic sectors. The methodology used is a systematic review of the literature with an observation window from 2018 to 2021; the main findings show that correspondence analysis and perceptual mapping are tools that allow measuring SP. The main contributions were in the field of tourism, sports, education, automotive, international market, politics, retail, electronic commerce, personal hygiene products, port services, advertising, beverages, and journalism. The models that have emerged are the BCP, a model for athletes and the STPS model that allow improving the SP from the theory of BP, as well as innovative proposals using new tools such as emojis, indices, divergence table and text mining.
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