Estrategias de branding para la promoción de los servicios educativos del Instituto Superior Tecnológico Tsa’chila

Abstract

The integrative project aims to develop branding strategies for promoting the educational services of the Instituto Superior Tecnológico Tsa’chila, considering that the institution presents inconsistencies in the composition and application of its brand, as well as a deficient planning of institutional communication. For this research, it was necessary to apply surveys to gather information about brand perception and the interests of the students of the institution; interviews with experts in design and marketing to define key aspects of branding; interviews with institutional authorities to gather information about institutional needs; and finally, content analysis of the institutional website, brand audit, and case studies. The result is the information needed for the optimal development of an institutional branding strategic plan and its standardization in the content for the dissemination of ISTT's educational services.