Citas bibligráficas
Vilchez, S., (2016). La gestión de marca y su relación con el posicionamiento de una universidad privada en la ciudad de Trujillo en el año 2016 [Tesis, Universidad Privada Del Norte]. https://hdl.handle.net/11537/10942
Vilchez, S., La gestión de marca y su relación con el posicionamiento de una universidad privada en la ciudad de Trujillo en el año 2016 [Tesis]. PE: Universidad Privada Del Norte; 2016. https://hdl.handle.net/11537/10942
@mastersthesis{renati/520345,
title = "La gestión de marca y su relación con el posicionamiento de una universidad privada en la ciudad de Trujillo en el año 2016",
author = "Vilchez Vera, Segundo Alonso",
publisher = "Universidad Privada Del Norte",
year = "2016"
}
The university is the key body in the formation of professionals who make up the labor market to companies that generate the economy of a country; currently the growth of higher education in private special feed has generated a wide range of educational. Positioning is key to differentiating brands in mature markets in Trujillo market, a market where the Private University has presence competes with seven private universities and a national; precisely brand management seeks to manage strategic concepts that go beyond the development of communication campaigns to assess a brand. It is in this environment where the question arises, what is the relationship between the brand management and the positioning level of a Private University in the city of Trujillo in 2016? Faced with this challenge and considering the brand management reduces the impact of competitors' actions, differentiating and generating greater preference on the part of the target market, the hypothesis is proposed that an appropriate brand management impacts positively and significantly on positioning a private university in the city of Trujillo in 2016. To corroborate the hypothesis a survey was applied to people of both sexes between 16 and 59 years, following the simple random sampling; then by applying the Pearson correlation coefficient determining the existence of the relationship between the variables and their significance. Concluding that there is indeed a positive and degree of significance between them, but low correlation, mainly due to the change that has suffered brand management over the years, including a redesigned logo and isotype brand. Depending on the results a positioning strategy to help strengthen the brand in the market trujillan arises.
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