Building brand equity in corporate training services
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Date
2024
Journal Title
Journal ISSN
Volume Title
Publisher
University of Oum El Bouaghi
Abstract
This paper investigates brand equity in the marketing performance of corporate training providers in Algeria, focusing on Evidencia Business School. Through the description of its brand-building strategy, this work elicits the way it influences its marketing success. The methodology applied is multi-method and includes a review of literature about brand equity and corporate training, together with qualitative methods for an in-depth interview with the founder of Evidencia and a social media analysis. In this study, the brand strength of the school will be assessed using the Keller's Brand Equity Model. The study aims to unveil Evidencia's branding strategies and their relation to marketing performance, together with the replicability of the said strategies across the Algerian corporate training sector. The findings provide insights that could help training providers enhance their brand and achieve sustainable growth in a competitive market.
Description
Keywords
Brand Equity; Marketing strategy; Corporate Training