Please use this identifier to cite or link to this item: http://hdl.handle.net/10609/138949
|Rebranding: El estudio del caso de "Wingate School"
|Ramos Pacheco, Tamar
Ladaga, Silvia Andrea Cristian
|This rebranding project has sought to renew the brand image of Wingate School, a British educational centre, located on the south coast of the island of Tenerife, whose image has not changed since its foundation in 1982 despite the fact that the brand culture has. In order to arrive at this proposal and statement, a framework of definitions and vocabulary has been proposed with the aim of supporting this idea from the perspective of different authors. In addition, two phases were developed; research and production. In the first phase, the aspects that make up the context, environment, culture and values of the brand were analysed through interviews, surveys and classroom observation. In the second phase, a brand audit was carried out as a method for finding out how this image is managed, verifying its coherence and identifying its competition in the market. These methodologies have made it possible to develop and apply the elements that should make up the new image of the school. As a result, the final brand proposal has been presented at both a theoretical and practical level (brandbook).
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