Branding and positioning strategies in Public Technological Higher Education Institutes
The purpose of the study is to know the relationship between branding and positioning strategies in the Higher Technological-Pedagogical Education Institutes (IESTP) of South Lima. The methodology used is of an applied type, a quantitative approach and a non-experimental - correlational design. A qu...
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2022 |
| País: | Perú |
| Institución: | Universidad Nacional Mayor de San Marcos |
| Repositorio: | Revistas - Universidad Nacional Mayor de San Marcos |
| Idioma: | español |
| OAI Identifier: | oai:revistasinvestigacion.unmsm.edu.pe:article/23036 |
| Acceso en línea: | https://revistasinvestigacion.unmsm.edu.pe/index.php/administrativas/article/view/23036 |
| Access Level: | acceso abierto |
| Palabra clave: | brand remembrance quality competitiveness marca recordación calidad competitividad |
| Sumario: | The purpose of the study is to know the relationship between branding and positioning strategies in the Higher Technological-Pedagogical Education Institutes (IESTP) of South Lima. The methodology used is of an applied type, a quantitative approach and a non-experimental - correlational design. A questionnaire was applied to a sample of 268 school graduates. A positive mean relationship was concluded (Spearman's Rho = 0.5), which means that the IESTPs are not performing good strategic positioning management, so the implementation of a marketing unit is recommended so that a value of brand that can position itself in the minds of future applicants. In general, the evaluation of the Brandy has a medium relationship with the positioning strategies in the IESTP (locations in South Lima). Spearman's Rho coefficient is 0.498, which shows a positive relationship and at a medium level. |
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