Abstract

FERNANDEZ BURGOS, Roger Freddy et al. Internal branding and positioning in a Public University of Puno-Peru. Investigación y Negocios [online]. 2020, vol.13, n.22, pp.127-134. ISSN 2521-2737.

Abstract The objective of the study was to determine the relation-ship between internal branding and the positioning of the Professional School of Social Communication Sciences of the National University of the Altiplano (UNA) during 2019. It is a quantitative investigation of non-experimental design, transectional. The sample is intentional non-probability to 35 collaborators; A questionnaire was used as an instrument. The results reveal that there is a very high direct and statistically positive relationship (r = 87, 2% and R2 = 76%) between the internal branding variable and the positioning of the UNA Puno Professional School of Social Communication Sciences. In other words, the characteristics of internal branding, the identity of the collaborators, teamwork, the proper management of brand communication and the internalization of the mission, vision and values generate a favorable position forthe school.

Keywords : Brand Communication; Corporate identity; Internal Branding; Positioning.

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