Abstract

Marketing strategies are used by organizations to enter the economic market, using the cultural, social and environmental characteristics present in the environment in which consumers are found. The work proposes to identify such strategies and how brands explore the culture of the locations to enter. Where brands aim to become experts in identifying their target audience, increasing both sales and loyal customers. In the process of defining the image of the organization, the brand identity emerges to support everything that the company wants to convey to customers. The culture of consumption helps brands to adapt, since it highlights the desire to consume and accumulate goods. Through a bibliographic review, it was possible to raise studies that support the topic addressed. Where 23 articles were selected using databases such as Google Scholar, Spell and Scielo. From the results obtained through the research, it was possible to observe that companies tend to adapt to the locations to become stronger in the market, through the use of various tools, such as Consumer Culture Theory (CCT), engagement through brand communities, and strategic structuring. The theoretical contribution of the study carried out is due to the need to understand the marketing strategies of organizations and to be able to increase their occupation in the market.

Keywords

• Marketing strategy
• Brand identity
• Consumer identity
• Local consumption

License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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