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Corporate reputation as a fundamental element of brand international positioning:

an analysis of Mexican fashion brands

Authors

DOI:

https://doi.org/10.17230/Ad-minister.40.3

Abstract

According to current business growth and brand positioning strategies, there are different ways in which companies and fashion brands manage to enter and / or position themselves in new international markets in order to achieve commercial success. This article analyzes these factors that affect the international positioning of Mexican brands. The data collected from this research was generated through previously studied theories and scientific findings. The results obtained show that reputation, prestige and trust are multifactors that have greater relevance and weight in determining the commercial positioning of a brand in the international market. For this article, the methodology will be a set of a qualitative descriptive and interpretive findings based on the objective of the research.

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Author Biography

  • Gabriela Mata- Sánchez, Faculty of Political Science and International Relations

    Gabriela Aracely Mata Sánchez is a Doctor of Philosophy with Orientation in International Relations, Business and Diplomacy at the Autonomous University of Nuevo León, with a Summa Cum Laude distinction; She studied a Specialty in Communication and Armed Conflicts and a Master in International Relations and Communication at the Complutense University of Madrid, and a Master in Humanities at the University of Monterrey. She has a degree in International Relations from the Autonomous University of Nuevo León. Currently, she is Coordinator of Postgraduate Quality of the Faculty of Political Sciences and International Relations of the UANL and coordinator of the PhD program in Philosophy in International Relations, Business and Diplomacy, where she has also taught classes at the undergraduate and graduate level for more than 3 years. postgraduate from the same institution. She has high school, undergraduate, and graduate teaching experience and has contributed to academic publications. She was also a journalist for the newspaper El Norte; She worked in the Communication and Institutional Development department of the Nuevo León State Human Rights Commission; She collaborated as Press Officer at the Monterrey International Film Festival in two editions and served as Head of Relationship with Foundations and Project Coordinator of the Vice-Rector's Office for Comprehensive Training at the University of Monterrey.

Published

2022-06-20 — Updated on 2022-06-30

Versions

Issue

No. 40 (2022)

Section

International Business

License

Copyright (c) 2022 AD-minister

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How to Cite

Munoz Alvarado, L. B., & Sánchez, G. M.-. (2022). Corporate reputation as a fundamental element of brand international positioning:: an analysis of Mexican fashion brands. AD-Minister, 40. https://publicaciones.eafit.edu.co/index.php/administer/article/view/6773