Resumo

SUNTAXI ANDRADE, Martha; BERNABE BORBOR, Steven Paul  e  MOLINA BENAVIDES, Lilian. Skills and strategies for brand positioning on the TikTok platform during the second round of elections in Ecuador (2023). Ñawi [online]. 2025, vol.9, n.1, pp.167-183. ISSN 2588-0934.  https://doi.org/10.37785/nw.v9n1.a10.

This article analyzes the skills and strategies used for brand positioning in the TikTok platform during the second round of elections in Ecuador, in the year 2023. The objective is to determine how the brand positioning strategies of the presidential candidates have an impact on the social network TikTok. The main identified strategies used by the candidates were to position their personal image, innovate in campaign jingles and music, the use of the political message and discourse, collaborations with national politicians and influencers, as well as collaboration with national product brands. Finally, the analysis of interactions and metrics in TikTok revealed that effective brand positioning in social networks depends on the ability of candidates to adapt to the style and language of the platform. In this context, Noboa and Gonzalez stood out for their ability to transform political messages into attractive content in line with the public's expectations.

Palavras-chave : TikTok; branding; metrics; political marketing; social networks.

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