The lack of understanding and application of marketing in universities necessitates research to improve satisfaction, permanence, lasting relationships, and brand identity, and to promote creativity and innovation in education. The objective of this research is to identify how higher education management innovates to build brand identity.…

Colombian universities and some professional organisations have faced the challenge of gaining visibility, mainly via accredited publications whose reputation depends upon their inclusion in prestigious rankings. This article contains a documentary analysis of the evolution of the "HOW" journal, the authors' profiles, and their preferred…