Evolution of marketing in higher education: Educational brand capital

Abstract

This research was carried out to examine the role of brand capital in higher education. Firstly, the main contributions of the literature related to the study of brand capital and its application to the educational sector were analyzed. In this way, the variables that determine brand capital in higher education were identified, establishing a view of it as an evolutionary process. Through the present work, the evolution of higher education was analyzed together with the importance of the application of marketing strategies adapted to obtain differentiation and competitive advantage through educational brand capital. This was carried out in order to highlight the importance it is acquiring and, likewise, to identify the promising future perspectives that it can offer to the industry.