Katherine Jiménez’s scientific contributions

Brand image and brand positioning are critical aspects for the success of a restaurant. The objective of this research was to determine the relationship between brand image and brand positioning in the customers of a restaurant, Trujillo, 2023. A quantitative research approach was used, of an applied type, with a correlational level and a non-experimental design; the survey was used as a research technique, with its instrument the questionnaire applied to a convenience sample made up of 60 customers of the restaurant, defined under a non-probabilistic sampling. The results according to Spearman's Rho test show a very strong positive correlation (0.910) between the variables brand image and brand positioning, with a bilateral significance level of (0.000). It is concluded that the higher the brand image, the higher the brand positioning among the restaurant's customers.