Publicación:

Proposal of a theoretical model of branding for the positioning of the university brand

Resumen en inglés

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.