The Brand Purpose of Educational Institutions: When the Resilience Story Does Matter

This is the authors' abstract. We don't add key points for this paper.

Since its inception, corporate social responsibility has been associated with the corporate world: a socially responsible company. This concept has evolved and is now applied to brands; brands with a purpose have emerged. To continue having a positive impact on society, these brands must build a story, a narrative, that transmits and demonstrates these values. We are moving from storytelling to storydoing, from words to deeds. This model is applied in many sectors, but we focus on the field of education. Therefore, we analyze how educational centers, like companies, have a narrative purpose and explore the values that dominate their story. Can the value of resilience be found in the construction of the narrative of educational centers?