Atributos, Beneficios y Personalidad de la Marca Universitaria

The University market is a competitive market, with an ever more demanding consumer, that is why it is necessary to find differential aspects that allow the universities to be acknowledged by their potential consumers. One of those aspects is brand image, hence this study proposes to adapt the Brand Total conceptual model by Olavarrieta for the specific case of University brands in Bogotá (Colombia); this adaptation is done according to the elements the potential consumers deem relevant in the brands currently present in the University market. This adaptation will allow educational institutions to recognize the determinant aspects for consumers at the time they are building the brand image of higher education institutions, in order to work on them, strategically, towards achieving a positive brand image in their consumers’ minds. This is a descriptive investigation with quantitative design, in which 228 11th grader students from Bogota (Colombia) participated. This work proposes a model of University Brand image, which describes the component factors and elements, with a single variation from Olavarrieta’s model, consisting in the addition of one more factor within the types of brand image association.