Percepción de una marca amor. Caso de la Universidad Nacional de Colombia

Abstract

The positioning of a brand is one of the main elements that distinguishes one organization from another and that is why this document analyzes the valuation of a love mark® or love brand, defined as the emotional bond of the consumer with their brand. especially, in the case of a highly recognized institution in the field of Colombians such as the National University (Colombia), with more than 150 years of tradition. The method used was the application of the index developed by Eunjoo Cho in 2011, who developed a methodology for the evaluation of love marks adapted to the educational context. It was carried out through an online survey of 267 people with mixed technique (qualitative-quantitative) by Likert scale assessment. The results corroborate that the government program "be pilo pays" has significantly affected the country's public universities, since it pays the student for his studies with a forgivable credit in the university that he decides to pursue his professional careers. The conclusions focus on the possibility of positioning a brand, despite being a public university, as a recognized, remembered, positioned brand and finally as a love brand in Colombians.