New trends in international marketing: Focus on branding and its connection with the consumer

This article analyzes from an analytical-descriptive-documentary perspective the approach to branding and its connection with the consumer. The process of creating and managing a brand consists of achieving the positioning, recall, and recognition of the product. Currently, market conditions, globalization in its various dimensions, and fierce competition have made brand management more important in a global and interconnected world economy. Thus, it is considered that one of the main results and contributions of this research is to understand the characteristics of the consumer and achieve a positioning not only in the mind of the target market but also in the consumer's sentiment.