The Positioning of the UTN brand from the perception of internal and external audiences

Abstract

The brand has become one of the most important intangible elements of an organization, this is how its correct construction and management directly affects the perception of different audiences. For this research, the higher education sector has been taken as the object of study, specifically the Universidad Técnica del Norte, given that it is a benchmark at zone 1 level of Ecuador. This is a mixed study of descriptive relational scope where, first of all, a quantitative analysis was carried out on a universe of 140,428 internal and permanent students with a probabilistic sample of 778 students, and it was based on 5 hypotheses that responded to the value criteria of brand: perceived quality, brand association and brand recall. Subsequently, it was deepened with the criteria of experts in the field of the brand to determine the influence of the signs of institutional identification with its public, added to an observation work on the university campus. It is concluded that internal audiences, having more contact with the institution, perceive it as better than external audiences, since there is a level of empowerment and affinity with the institution, even so, external audiences have a very good perception of the institution. institution as a benchmark of quality in the region.