Systematic review: current status of brand personality for strategic positioning

Authors

DOI:

https://doi.org/10.22267/rtend.222301.192

Keywords:

communication strategies; brand image; marketing; brand personality, strategic positioning

Abstract

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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Author Biographies

Jose Joel Cruz Tarrillo, Universidad Peruana Unión

Magíster en Administración de Negocios con Mención en Gestión Empresarial, Universidad Peruana Unión. Coordinador de Investigación en la Escuela Profesional de Administración, Universidad Peruana Unión. ORCiD: 0000-0002-6372-5055. E-mail: jose.cruz@upeu.edu.pe, Perú.

Karla Liliana Haro Zea, Universidad de Montemorelos

Doctora en Planeación estratégica y Dirección de Tecnología por la Universidad Popular Autónoma del Estado de Puebla (UPAEP) con Postdoctorado en Desarrollo Sostenible. Profesora investigadora de la Universidad de Montemorelos. ORCiD: 0000-0002-7257-0673. E-mail: liliana.haro@outlook.com, México.

Juan Jesús Soria Quijaite, Universidad Peruana Unión

Doctor en Ingeniería de Sistemas, Universidad Alas Peruanas. Docente de la Escuela Profesional de Ingeniería de Sistemas, Universidad Peruana Unión. Investigador RENACYT, Grupo de María Rostworowski del Nivel I. ORCiD: 0000-0002-4415-8622. E-mail: jesussoria@upeu.edu.pe, Perú.

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Published

2022-01-01

How to Cite

Cruz Tarrillo, J. J., Haro Zea, K. L., & Soria Quijaite, J. J. (2022). Systematic review: current status of brand personality for strategic positioning. Tendencias, 23(1), 315–340. https://doi.org/10.22267/rtend.222301.192