Branding analysis in the Facebook posts of a private educational institution in the district of San Juan de Lurigancho, Lima 2023

Sosa Medina J.S.; Gonzales Medina M.A. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2024) · DOI: 10.18687/laccei2024.1.1.1617

Resumen

Nowadays, branding is not only limited to the visual representation of brands, but also focuses on the user experience. Therefore, in the presentation titled "Analysis of Branding in the Facebook posts of a private educational institution in the district of San Juan de Lurigancho, Lima 2023", the following general objective was formulated to analyze the branding on the Facebook of the educational institution in the district of San Juan de Lurigancho Lima in the year 2023. For this, a methodology was proposed that consists of a qualitative approach, under the non-experimental research design, with a transversal scope level, with a population of 46 publications of the Facebook platform and a sample of 5 posts. The technique used was observation, using observation sheets as an instrument. The results revealed that branding manifests itself in various ways in the subcategories of brand strategy, brand identity and positioning. In conclusion, although there is effective strategic management with a level of interaction in publications, there are elements that could be improved, such as the use of the color palette and the communication of its values and attributes.

Instituciones: Universidad Privada del Norte