On School Brand Personality In The CIS Vision

As educational reform goes further, competition among schools tends to focus on the contest of brand image. While their visible resources are gradually assimilated, only school brand is the unique invisible resource which can not be replicated, is the most powerful and enduring engine for school development. Positive brand image can provide development opportunities for schools, optimize and broaden their space of survival and development, and win more and better chances of growth.School brand refers to the invisible resources with a given cultural foundation and recognizing symbols which are gradually-formed and publicly-accepted amid their education practice. As the social organization of cultivating talents, school brand, human-oriented and personality-advocated, can only be judged in the future. From the perspective of CIS, this paper tends to explore the forming of school brand personality, which is the personified comprehensive impression and judgment on schools by the public, and is actually the exhibition of the school's cultural characteristics. CIS, a corporate identity system, is made up of the mind identity system, the behavior identity system and the visual identity system. There three systems, which are inter-acted and integrated, are specific, unique and distinguished for each school; hence they can identify the brand personality of each school.The mind identity system for school brand refers to a set of relatively stable, continuing and guiding principles summarized and refined through long time considerations when schools try to guide the public to correctly distinguish their brand image and show their pursuit. It is an integration composed of various factors which are independent and inter-acted. Represented by explicit knowledge and intangible knowledge, this system comes into being amid the process of the two kinds of knowledge inter-acting and inter-transforming (socialization, externalization, combination and intemalization). In accordance with the experiences of many headmasters, there are four strategies to construct this system: transcending the history while inheriting it; drawing on the practice while reflecting on it; making innovation while learning from the experience; forming one's own system while practicing one's planning.The behavior identity system for school brand refers to a set of harmonious activity procedures and discipline procedures formed in the process when the schools, aiming at guiding the public to correctly...