Resumen

TORRES MORAGA, EDUARDO  y  MUNOZ NAVARRO, CRISTIAN. ESTRATEGIAS DE POSICIONAMIENTO BASADAS EN LA CULTURA DEL CONSUMIDOR : UN ANÁLISIS DE LA PUBLICIDAD EN TELEVISIÓN . estud.gerenc. [online]. 2006, vol.22, n.100, pp.71-81. ISSN 0123-5923.

The current paper analyses the different cultural positioning strategies that can be communicated through television advertising. The main focus of the analysis is which of these positioning strategies (global, foreign and local) is the one most currently used by brands advertised in Chile in general, and regarding different product categories. The research undertaken demonstrates that each of these three types of strategies has a sufficiently strong identity that may allow them to be used individually for positioning a brand through the television media. It also shows that a considerable number of brands use a global positioning stance while fewer use foreign and local types of positioning.

Palabras clave : Culture; image; brand; positioning; advertising.

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