Analysis of the brand management of CENAC Spanish School, in the city of Estelí,, Nicaragua, 2020

Abstract

The development of this research was carried out with the purpose of analyzing the brand management of CENAC Spanish School, in the city of Estelí, 2020. Methodologically it was approached from the perspective of a mixed qualitative approach; it analyzes and links qualitative and quantitative data in the same study, according to the temporality, this is a cross-sectional study, due to its scope it is exploratory, and the type of sampling is non-probabilistic. The results indicate that the brand awareness of the institution is low, due to the derivations of the data collected, allowing to argue that the lack of publicity is the main factor that has caused that most users do not remember and/or identify the CENAC logo easily, adding its unattractiveness. In relation to brand loyalty, most users have been satisfied with the service received, the results and benefits perceived are positive, therefore it can be said that a customer-company relationship has been generated, with an intermediate degree of brand loyalty, identifying as main brand associations: personalized service and quality of service, showing that the service provided is well organized, adapting to the specifications of customers.