Reputation is an assessment, judgment, evaluation and opinion. It is a concept that should be directly associated with the mental representation that individuals choose to associate with an organization. It is a collective representation of the organization's past actions and its proposals for the future (Paul Capriotti).

Organizational brands are made up of the people who are part of the team, which means that each person carries the organization's logo.

"The brand of a school is the sum of the personal brands of its teachers. Educational marketing depends on 80% of what we do every day at school". Miquel Rossy

Educational reputation is not only achieved with high academic standards but also takes into account the experiences that students have in schools. 

In addition, not everything consists of positioning in the rankings, but to generate an organizational structure to interact with the public you want to reach. It is important to build different elements that generate a serious, respectable and reliable organization.

Academic excellence is very important, but it also doesn't mean that everything should be about it.

• Green School Bali

It is an educational institution whose mission is to create a global community of learners, learning about sustainability. Its curriculum educates for sustainability through community-integrated entrepreneurial learning in a natural and sustainable environment.

• P-Tech

It is a global education model that offers students from around the world the opportunity to develop skills and competencies that will translate directly into competitive careers.

Educational reputation consists of being recognized for what you are, for delivering a different value proposition. Accompanied by solid values, care must be taken to identify the attributes of saying and doing as this can affect the value of the organization in the long term.

Therefore, in order to build a good reputation it is important to ask ourselves: Who are we? What are we? What are we for?

Important aspects of an educational brand (Miquel Rossy)

1. A good relationship of the faculty and non-teaching staff with their immediate supervisors.
2. The quality of working conditions.
3. Management reputation.
4. Coherence between the corporate culture and the center's mission and ethical values.
5. The external image of the school.
6. Identification with the center's project.

Speaker: Javier Mayorga Gordillo - Universidad Autónoma de Occidente Professor