"El Branding Corporativo y su influencia en la cartera de clientes en la Unidad Educativa Juan Benigno Vela de la ciudad de Ambato"

Abstract

Education Unit Juan Benigno Vela is a public institution that provides educational services for primary and secondary section in the center of the city of Ambato. Today the Education Unit Juan Benigno Vela is part of a new institution and born of the union of Juan Benigno Vela School and Technical College Neptalí Sancho Jaramillo, from October 2014, according to ministerial decisions which took place in past year. Today there is an advertising plan that allows the institution potentiate its educational services to serve as a hub to publicize the new rebranding and educational benefits offered by the educational institution and thus promote confidence both teaching staff and customers (students and parents) so that in this way you can increase the customer base and position itself in the education market. Education Unit in Juan Benigno Vela, research on the feasibility of implementing an advertising plan to publicize the Corporate Branding and customer base is made, allowing know through surveys conducted among customers, who really They do not know about the change in corporate image of the institution and therefore affects the customer base of the institution. It is for this reason that this research has been directed to conduct a comprehensive analysis of internal and external environment of the institution, with the aim of establishing advertising strategies to maintain efficient Corporate Branding which increase and sustain customer base.