Estrategias de posicionamiento de marcas a través del apoyo de causas sociales: una perspectiva desde el análisis de marcas comerciales.

Abstract

Brands constitute the emotional link of companies with their audiences and through communication strategies are created to improve the image and generate positive attitudes towards brands. In the global, digital and information-saturated era, the phenomenon of the humanization of brands through the support of social causes and the approach to the public through the use of storytelling techniques is of great importance. This work delves into how brands connect with the values of their customers by incorporating positive and current concepts that are in line with changes in society.