Evolution of the brand strategy of the Universidad Metropolitana de Caracas (Unimet) due to the Covid-19 pandemic

Abstract

For this paper, research was conducted to identify the pre-pandemic and post-pandemic reputations of the Universidad Metropolitana (UNIMET) brand, to determine the distinctive characteristics or attributes it possesses with its core audiences. The comparison made it possible to determine the significant changes in brand strategy brought about by the distance education generated by the COVID-19 pandemic. For this purpose, documentary information was analysed and interviews were conducted with managers and experts associated with the University. In addition, two quantitative research studies were carried out through surveys aimed at the Unimetana community (students, graduates, professors and administrative staff), one prior to the pandemic and the second one one year after it, taking significant samples which allowed statistically valid results to be obtained.