The Building Of School Brand

The result of the test of the "blindness" of the beer shows that when the customers don't know the brands of the beer they taste, seldom can they find the different taste between them, that is, they feel taste almost is the same. However, when they have known what they taste are of some famous brands, the will have partiality for them, getting different feeling, even when the taste is the same.From the above test we can see the effect of the brand. Different brand give people different feeling, although with the same quality. The "Brand effect" is also suitable for schools. All the successful schools consider developing brand as its life. They work out and carry out the "Brand strategy", taking measures and accordingly create its brand images, enlarge its brand effect and promote its value. In practice, we also find that the brand developing is increasingly got much attention by schools and education departments. However, such kind of activity hasn't been realized by all the headmasters and people who concerned about education, or rather, although the consciousness has been united, to put it into practice still has a long way to go.The brand creation and management has long been popular in the circle of business and the relative theory is ripe, but it is still weak in the study in education field. This paper means to provide certain thought to the study of brand in this field.This thesis includes five parts. Part one is brief introduction, including background and meanings; the connotation of school brand; the connection between school brand and school characters; documents research; research methods; and the frame of the paper.Part two introduces characters of school brand. Firstly, the characters are summarized on the base of discussion of brands. Then, the brand between school and enterprise is compared.Part three is status quo investigation and factor analysis of shaping school brand. On the base of investigation, I analyze three factors: the principal, teachers and school culture, which inflect the molding of school brand.Part four, center of the paper, discusses the policy of building school brand. Three policies are presented: Customer Satisfaction, ISO9000 and Cost Effectiveness analysis. I think the school should have more self-determination rights.