| Education is the basis of a long-range program.Schools in China are approaching modernization with the enactment of the"National Outline for Medium and Long Term Educational Reform and Development (2010-2020)". As they all enjoy similar equipment, school brand building now functions as the ever-lasting driving force, in whose process culture factors are of prime importance. Should there be any lack of scientific orientation, proper characterization or culture's leading, it would exert negative influence upon the development of schools.Given factors above, the thesis comes up with cultural approach to brand building in junior middle schools. Take Friendly Junior Middle School Development League in Suzhou as an example, the thesis finds out that teachers'educational experiences are the key factor in their attitude towards brand building after the questionnaires are done among administrators, teachers and parents of their students in those friendly junior middle schools. It is also pointed out that teachers and parents alike consider brand recognition the most important feature in brand school and that campus culture plays an important role in elevating schools. It is stated that junior middle schools should, from the perspective of notion of culture, system, action and image, enhance their brand recognition, strengthen campus culture cultivation and teachers training in a bid to build up their reputation.The thesis starts with an introduction to school brand and elaboration on its concept and evolution, its features and the strategic significance on the part of junior middle schools. Then it dwells on the principles for their brand building. On the basis of analysis of questionnaires and data, the thesis maps out a cultural approach to brand building in these schools. Cultural strategies, including identity system and cultural leading, are proposed to build brand in junior middle schools. The last chapter is concerned with conclusion and suggestions. |
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