Term that refers to the design of a corporate brand, which is used for the distribution of advertising on a certain product to be launched, in the educational context, it refers directly to the type of presentation and style that universities have to promote their image, through the use of technological tools such as web pages, where they offer their services as an institution or company.
Published in Chapter:
Academic E-Branding Focused on Higher Education Institutions: Analyzing Digital Visibility in Latin American and European Universities
Rita Maricela Pluas Salazar (Universidad Estatal de Milagro, Ecuador), Germanico Renee Tovar Arcos (Universidad Estatal de Milagro, Ecuador), and Kerly Ángela Álvarez Cadena (Universidad Estatal de Milagro, Ecuador)
Copyright: © 2021
|Pages: 16
DOI: 10.4018/978-1-7998-4930-8.ch006
Abstract
Universities of the 21st century have been characterized by being in a stage of great boom in relation to technological development and virtual advances. For this reason, all the institutions have established an adequate use of this advance of science to be able to project their image as a company to the market. Thus, platforms are created where they contain all kinds of information about their services and other criteria so that the student can clearly visualize what each one of them offers. This chapter studies the significant differences between universities whose computer systems are aimed at promoting their corporate image. This discipline is known as e-branding, which means building a business identity and that, through it, the consumer can establish a connection that let you choose to get the services they offer. For this study, the universities that were evaluated corresponded to the Latin American and European context, using methods such as GT-metrix in order to measure the effectiveness of the official pages of each entity.