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

dc.creatorDel Rio Cortina, Jorge Luis
dc.creatorCardona-Arbelaez D.
dc.creatorSimancas-Trujillo R.
dc.date.accessioned2020-03-26T16:32:41Z
dc.date.available2020-03-26T16:32:41Z
dc.date.issued2017
dc.identifier.citationEspacios; Vol. 38, Núm. 53
dc.identifier.issn0798-1015
dc.identifier.urihttps://hdl.handle.net/20.500.12585/8968
dc.description.abstractThis 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.eng
dc.format.mediumRecurso electrónico
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.publisherRevista Espacios
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.sourcehttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85034969537&partnerID=40&md5=cf800e145e27c10016864239747344ed
dc.titleProposal of a theoretical model of branding for the positioning of the university brand
dc.title.alternativePropuesta de un modelo teórico de branding para el posicionamiento de la marca universitaria
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datacite.rightshttp://purl.org/coar/access_right/c_16ec
oaire.resourceTypehttp://purl.org/coar/resource_type/c_6501
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.driverinfo:eu-repo/semantics/article
dc.type.hasversioninfo:eu-repo/semantics/publishedVersion
dc.subject.keywordsBranding
dc.subject.keywordsMarketing processes
dc.subject.keywordsUniversity brand
dc.rights.accessrightsinfo:eu-repo/semantics/restrictedAccess
dc.rights.ccAtribución-NoComercial 4.0 Internacional
dc.identifier.instnameUniversidad Tecnológica de Bolívar
dc.identifier.reponameRepositorio UTB
dc.type.spaArtículo
dc.identifier.orcid57197807415
dc.identifier.orcid57195632504
dc.identifier.orcid57197811010


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Universidad Tecnológica de Bolívar - 2017 Institución de Educación Superior sujeta a inspección y vigilancia por el Ministerio de Educación Nacional. Resolución No 961 del 26 de octubre de 1970 a través de la cual la Gobernación de Bolívar otorga la Personería Jurídica a la Universidad Tecnológica de Bolívar.