Plan de marketing estratégico para fortalecer la imagen e identidad de marca del instituto JARIMER, Distrito Central, 2024
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Date
2025-05-05
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Publisher
Universidad Tecnológica Centroamericana UNITEC
Abstract
El presente trabajo de investigación se centró en fortalecer la imagen e identidad de marca de la Escuela e Instituto Jarimer. El enfoque fue desarrollar un plan estratégico que permitiera analizar y mejorar la percepción de la comunidad escolar sobre la institución, con el fin de generar mayor leatad, posicionamiento y aumentar su visibilidad en el Distrito Central. Para ello, se llevó a cabo una investigación mixta con diseño descriptivo, no experimental y transversal simple, que incluyó entrevistas a la fundadora del centro educativo y a un experto en imagen e identidad corporativa. Además, se realizó un grupo focal con 12 docentes y se aplicaron dos encuestas: una a 265 familias cuyos hijos estudian en la institución y forman parte del centro educativo, y otra a 100 padres externos con hijos en edad escolar como forma de explorar qué elementos valoran importantes en la imagen de una institución educativa. Los resultados indican la necesidad de mejorar los elementos visuales mediante la unificación de todos sus diseños, con el objetivo de lograr un mayor reconocimiento y cohesión de marca para la comunidad escolar.
This research work focused on strengthening the image and brand identity of the Jarimer School and Institute. The focus was to develop a strategic plan that would allow analyzing and improving the school community's perception of the institution, in order to generate greater loyalty, positioning and increase its visibility in the Central District. To this end, a mixed research with a descriptive, non-experimental and simple cross-sectional design was carried out, which included interviews with the founder of the educational center and an expert in corporate image and identity. In addition, a focus group was carried out with 12 teachers and two surveys were applied: one to 265 families whose children study at the institution and are part of the educational center, and another to 100 external parents with school-age children as a way of exploring what elements. They value important in the image of an educational institution. The results indicate the need to improve visual elements by unifying all their designs, with the aim of achieving greater brand recognition and cohesion for the school community.
This research work focused on strengthening the image and brand identity of the Jarimer School and Institute. The focus was to develop a strategic plan that would allow analyzing and improving the school community's perception of the institution, in order to generate greater loyalty, positioning and increase its visibility in the Central District. To this end, a mixed research with a descriptive, non-experimental and simple cross-sectional design was carried out, which included interviews with the founder of the educational center and an expert in corporate image and identity. In addition, a focus group was carried out with 12 teachers and two surveys were applied: one to 265 families whose children study at the institution and are part of the educational center, and another to 100 external parents with school-age children as a way of exploring what elements. They value important in the image of an educational institution. The results indicate the need to improve visual elements by unifying all their designs, with the aim of achieving greater brand recognition and cohesion for the school community.
Keywords
Comunidad Escolar, Identidad Corporativa, Imagen de Marca, Percepción, Visibilidad