What is brand capital? And how to manage it strategically in higher education institutions.
Brand implies more than just the producers promise to the consumer, it is a link based on the perceptions and experiences of the client every time he connects with it. Although the relationship between the consumer and the brand is an individual reality, universal guidelines and behaviour can be generalized in consumers, that is, brand equity can be generated. Applied to services, this is considered to be even more important, since the core business is based on intangibility...
