Posicionamiento de marca en entornos digitales para la Unidad Educativa Eugenio Espejo a partir de la visibilidad de estrategias de responsabilidad social

Abstract

Abstract: This research analyzes the positioning of the Eugenio Espejo Private Educational Unit in digital environments, based on the visibility of its social responsibility strategies. The study arose from the need to strengthen institutional identity in digital environments, leveraging social impact actions as a differentiating factor. Combining different methods, the study investigated the opinions of the school community, analyzed the effectiveness of current digital media, and identified weaknesses in the way the institution communicates. The findings revealed that, although the school carries out important social actions, it does not promote them intelligently in its online spaces, which reduces its chances of becoming better known. In response, communication strategies are proposed that integrate authentic content, active participation by educational actors, and a narrative approach in line with institutional values. This work provides practical tools for projecting a solid educational image with social meaning, relevant both to the institution and to the environment in which it operates.