Personalidade da marca: avaliação da marca de uma instituição de ensino superior

Abstract

Brand management is an essential element for the competitiveness of organizations, whether public or private. This research evaluated the personality of a higher education institution based on the scale developed by Muniz and Marchetti (2005). Quantitative method through statistical analysis using SPSS - Statistical Package for the Social Sciences analyzed factor analysis, cluster and discriminant of clusters. Non-probabilistic sample for convenience, in which 280 questionnaires were applied and 233 validated for this research. From the results, it was concluded that the factor analysis made it possible to identify only four of the five personalities, and it was not possible to identify the sensitivity. The discriminant analysis made it possible to determine that the higher education institution has two groups that think differently in relation to the characteristics of being chic, imaginative, confident, sensitive, feminine, glamorous, reliable and fun. Therefore, among the academic community there is a different perception of the institution's brand between the fun and sophisticated personality. As a limitation of the research, these research data can be generalized only for the studied sample. The results will enable Universities’ managers to identify the personality of the brand, promoting the integration of the internal environment, reinforcing and / or modifying characteristics or values of the identified personality.