Branding and positioning strategies in Public Technological Higher Education Institutes

• Autor: Gamonal Montoya, José Alberto
• Formato: artículo
• Fecha de Publicación: 2022
• Institución: Universidad Nacional Mayor de San Marcos
• Repositorio: Revistas - Universidad Nacional Mayor de San Marcos
• Lenguaje: español
• OAI Identifier: oai:ojs.csi.unmsm:article/23036
• Enlace del recurso: https://revistasinvestigacion.unmsm.edu.pe/index.php/administrativas/article/view/23036
• Nivel de acceso: acceso abierto
• Materia: brand; remembrance; quality; competitiveness; marca; recordación; calidad; competitividad

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.