Educational brands are as complex as a country-brand

Santo Domingo.- The strategic communication consultant Rissig Licha recently gave the conference "The complexity of educational brands", where he shared with executives from different universities the challenges and edges that must be handled in terms of image and positioning of a university brand.

Licha, president and chief executive officer of 360, an international consulting firm based in Miami, has among its professional milestones the transformation of the Clarín newspaper into the main communications group in Argentina, Grupo Clarín, for which 1997 received a Silver Anvil, the main professional award in the industry, has had experiences with important business groups and Dominican brands. In the country he has worked in the creation and communication direction of the Leon Jimenes Group and has worked with the National Council of Private Enterprise (CONEP).

He presented a series of strategic recommendations for a successful management of communication in universities, a type of brands as complex as a country brand, as he considered, and raised the potential and limits of the web and its social networks.

The talk, given at the beginning of July in the Sala Julio Ravelo de Fuente del INTEC, was an extension of the program of the International Seminar on Development and Relations with Graduates, "The challenge of cultivating permanent links".