MARCA E IMAGEM PERCEBIDAS PELOS ALUNOS DO CURSO DE ADMINISTRAÇÃO: PESQUISA REALIZADA EM UMA INSTITUIÇÃO DE ENSINO SUPERIOR LOCALIZADA NO NORTE DO ESPÍRITO SANTO.

Abstract

This article highlights the great importance of brand and image management for companies in the current market context. Concepts such as Brand Loyalty, Brand Value Management, brand equity and image perceived by users of services provided by Educational Institutions will be presented as a way to understand and comprehend the main attributes that add value to the brand and image, thus demonstrating the importance of the brand in the mind of the consumer. Subsequently, the components used in brand building and image perception are presented, as well as the loyalty pyramid; concluding with an overview of brand loyalty and the perception of the image of an IES, as well as the results achieved with the research carried.