Marketing strategies and their influence on brand perception

Abstract

The main objective of this research is to analyze how marketing strategies influence brand perception. The research was quantitative and descriptive, providing a comprehensive overview of the effects of the brand's marketing campaigns. The survey results show a solid reputation based on word of mouth and social media, highlighting the role of platforms such as TikTok and Facebook. Customer interest in useful content (such as recipes or brand information) represents an opportunity to continue strengthening the connection with the public. Although there is a perceived balance between quality and price, there is room for innovation and optimization of the digital strategy in order to consolidate the brand's positioning in an increasingly competitive market. In conclusion, business marketing strategies have had a positive influence on brand perception.