On The Establishment Of University Brand

Content: As the trend of running a school is irresistible, which the university goes gradually from the edge of economic society to the centre, university has been more closely connected with market economy. Competition was introduced into the area of higher education. As our higher education developed into the stage of popularization, the enlargement of the scale and the independence rights of running a school, result in many new problems in the area of higher education. There are several ways to develop university, establishing brand of university is one of them. University establishes its brand by building inside and outside school, emphasizing its characteristics and advantages, at the same time, stressing the brand management, which lay a solid foundation for its brand development and its sustainable development. This thesis, first elaborates the background of this research and rationally defines some related conceptions. On the base of former achievements in related researches, the writer advanced that universities should establish their brands. The second part analyse the background that promote to research brand of university, and the effect that brand establishment promote the development of university. The third part, it lays stress on the main ways of establishing brand of university and taking the development experience of Huazhong University of Science and Technology as an example to emphasize that establishing brand of university is a long-time work focused on the university's sustainable development, it should have several factors. In the following part, the enforcement plans of the brand of university is set up a brand which has core competence. There are three elements: first, accurate orientation; second, creation; third, brand management. The last part, it draws some conclusions on the main content.