Proposal of a theoretical model of branding for the positioning of the university brand
This article of reflection presents a vision of marketing potential and the applicability of one of its tools, called branding. In this is a historical review of branding, showing its importance through the times and how it has been developing and coining the concept in different organizations to be...
- Autores:
- Tipo de recurso:
- Fecha de publicación:
- 2017
- Institución:
- Universidad Tecnológica de Bolívar
- Repositorio:
- Repositorio Institucional UTB
- Idioma:
- eng
- OAI Identifier:
- oai:repositorio.utb.edu.co:20.500.12585/8968
- Acceso en línea:
- https://hdl.handle.net/20.500.12585/8968
- Palabra clave:
- Branding
Marketing processes
University brand
- Rights
- restrictedAccess
- License
- http://creativecommons.org/licenses/by-nc-nd/4.0/
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Proposal of a theoretical model of branding for the positioning of the university brand |
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Propuesta de un modelo teórico de branding para el posicionamiento de la marca universitaria |
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Proposal of a theoretical model of branding for the positioning of the university brand |
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Proposal of a theoretical model of branding for the positioning of the university brand Branding Marketing processes University brand |
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Proposal of a theoretical model of branding for the positioning of the university brand |
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Proposal of a theoretical model of branding for the positioning of the university brand |
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Proposal of a theoretical model of branding for the positioning of the university brand |
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Proposal of a theoretical model of branding for the positioning of the university brand |
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Proposal of a theoretical model of branding for the positioning of the university brand |
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Branding Marketing processes University brand |
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Branding Marketing processes University brand |
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This article of reflection presents a vision of marketing potential and the applicability of one of its tools, called branding. In this is a historical review of branding, showing its importance through the times and how it has been developing and coining the concept in different organizations to become an interest for senior management. The objective of this article is to present the importance of branding for senior management, emphasizing the aspects or key elements of university branding and the generation of experience in interest groups. It is concluded that corporate image, corporate mission, corporate vision, corporate values, trade slogan and brand, are determinants that senior management must define appropriately for the positioning of universities in the Market; A theoretical model for university positioning is proposed. © 2017. |
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Espacios; Vol. 38, Núm. 53 |
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Espacios; Vol. 38, Núm. 53 0798-1015 Universidad Tecnológica de Bolívar Repositorio UTB 57197807415 57195632504 57197811010 |
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2020-03-26T16:32:41Z2020-03-26T16:32:41Z2017Espacios; Vol. 38, Núm. 530798-1015https://hdl.handle.net/20.500.12585/8968Universidad Tecnológica de BolívarRepositorio UTB571978074155719563250457197811010This article of reflection presents a vision of marketing potential and the applicability of one of its tools, called branding. In this is a historical review of branding, showing its importance through the times and how it has been developing and coining the concept in different organizations to become an interest for senior management. The objective of this article is to present the importance of branding for senior management, emphasizing the aspects or key elements of university branding and the generation of experience in interest groups. It is concluded that corporate image, corporate mission, corporate vision, corporate values, trade slogan and brand, are determinants that senior management must define appropriately for the positioning of universities in the Market; A theoretical model for university positioning is proposed. © 2017.Recurso electrónicoapplication/pdfengRevista Espacioshttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/restrictedAccessAtribución-NoComercial 4.0 Internacionalhttp://purl.org/coar/access_right/c_16echttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85034969537&partnerID=40&md5=cf800e145e27c10016864239747344edProposal of a theoretical model of branding for the positioning of the university brandPropuesta de un modelo teórico de branding para el posicionamiento de la marca universitariainfo:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionArtículohttp://purl.org/coar/version/c_970fb48d4fbd8a85http://purl.org/coar/resource_type/c_2df8fbb1BrandingMarketing processesUniversity brandDel Rio Cortina, Jorge LuisCardona-Arbelaez D.Simancas-Trujillo R.Aaker, D.A., (1991) Managing Brand Equity, , https://books.google.com.co/books?id=FkO5AAAAIAAJ, book. Free PressAsaad, Y., Melewar, T.C., Cohen, G., Balmer, J.M.T., Universities and export market orientation: an exploratory study of UK post-92 universities (2013) Marketing Intelligence & Planning, 31, pp. 838-856. , http://doi.org/10.1108/MIP-01-2013-0007Batista-Ochoa, I.E., Ortiz, A., (2016) Eficiencia y productividad de la cobertura de los establecimientos oficiales de educación básica del departamento de Bolívar, , Universidad CartagenaBuil, I., De Chernatony, L., Martínez, E., La importancia de medir el valor de marca desde la perspectiva del consumidor: Evidencia empírica en España y el Reino Unido (2013) Revista de Ciencias Sociales (RCS), 19 (2), pp. 226-237Bunzel, D.L., Universities sell their brands (2007) Journal of Product & Brand Management, 1613 (17), pp. 152-153. , http://doi.org/10.1108/10610420710740034Caldas Blanco, M.E., Lacalle García, G., Carrión Herráez, R., (2012) Recursos humanos y responsabilidad social corporativaCardona-Arbeláez, D., Montenegro Rada, A., Hernández Palma, H., Creación de empresa como pilar para el desarrollo social e integral de la región caribe: Apuntes críticos (2017) Saber Ciencia Y Libertad, 12 (1), pp. 130-139. , http://www.sabercienciaylibertad.org/ojs/index.php/scyl/article/view/220Capriotti Peri, P., (2009) Branding Corporativo, fundamentos para la gestión estratégica de la identidad corporativa, , (EBS Consulting Group, Ed.)Catry, B., (2008) Gestión del branding en el sector del lujo, pp. 16-26. , Harvard Deusto Marketing Y VentasChapleo, C., Do universities have 'successful' brands? 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London: British Museum PressWard, J., Berlin, the Virtual Global City (2004) Journal of Visual Culture, 3 (2), pp. 239-256. , http://doi.org/10.1177/1470412904044819http://purl.org/coar/resource_type/c_6501THUMBNAILMiniProdInv.pngMiniProdInv.pngimage/png23941https://repositorio.utb.edu.co/bitstream/20.500.12585/8968/1/MiniProdInv.png0cb0f101a8d16897fb46fc914d3d7043MD5120.500.12585/8968oai:repositorio.utb.edu.co:20.500.12585/89682023-05-25 16:45:24.79Repositorio Institucional UTBrepositorioutb@utb.edu.co |