Evaluación de estrategias de posicionamiento de marca implementadas por una Institución Educativa para contribuir con su rentabilidad económica durante el año 2017

Abstract

This article presents an analysis about the effectiveness of brand positioning strategies and their impact on the economic profitability of an educational institution, based on an analysis of an Educational Institution of Bucaramanga, Colombia. The research is based on a descriptive, quantitative non-experimental cross-sectional type, whose analysis was based on statistical measurements and procedures. The results show that the correct presentation of a brand positioning plan can lead to an improvement in the financial figures of the Institution, based on the increase in revenues from clients who are captured and loyal. Conclusions are derived will contribute in the implementation of positioning strategies for educational institutions.