BRANDING AND POSITIONING OF AN INSTITUTE SENIOR TECHNICIAN (#284)
Read ArticleDate of Conference
July 19-21, 2023
Published In
"Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development"
Location of Conference
Buenos Aires
Authors
Peña Rodríguez, Analiz
Sagástegui Cruz, Julia Otilia
Alegria Ferreyros, Luis Fernando
Abstract
The purpose of this study was to establish the relationship between branding and positioning in a institute of higher education of Piura in a sample of 100 students of the first cycle of the semester 2022 - I, belonging to culinary career. The study followed a methodology applied, quantitative, cross-sectional and correlational. The data obtained were reflected in descriptive and inferential tables, the inferential data analyzed using the decision criteria allowed to contrast the proposed hypotheses. The results of the study revealed a positive relationship - moderate and significant between the study variables. From this it is concluded that all the strategies developed to create and build the brand are associated with its positioning.