Study On Building Brand Image Of University

Under the market economic system, following the increasing influences of university,the transformation of the ma nagement which is exerted by the government and the purchasers'expanded rights of choice, University is getting more and more intense in higher educationmarket competition; there is a obvious trend that the brand ma nagement will become the mostpopular stratagem that the universities would choose to accelera te themselves'development inthe future. Therefore, in the higher education market, build ing a nice brand ima ge has asignifica nt impact on the development of higher education.This research combines severa l disciplines to study the new issue of shaping the brandima ge, involved Higher Education, Education Economic and Marketing. At the begin, thispaper discusses the mea ning of the brand of university and brand as well as the brand ima ge ofuniversity and brand ima ge of Enterprises, in addition, the paper analyses the motives for auniversity to form the brand ima ge. Then, in according to Bell's Brand ima ge model, the studyunifies the university's own characteristic to construct the university brand ima ge constitutionmodel which includes the university ima ge, the higher education product ima ge and the highereducation product user's ima ge. Then, the research integrates the reality of higher educationand use market method to construct the flow of the brand ima ge-build ing of university.Mold ing a university's brand ima ge is a systematic and complex mission. A completeuniversity brand ima ge mold needs to experience University's brand localiza tion, theuniversity brand marking ima ge design, the university brand ima ge marketing dissemination,the university brand ima ge mold effect appraisal and the university brand ima ge ma intena nceand so on a series of effective measures can realize. Finally, the research make use of thetheory of methods of mold ing university brand ima ge to analyze a private college inGuangdong province which has done a good job in shaping its brand ima ge.This paper studies the university brand ima ge-build ing from university's exterior highereducation market, breaks through the limitation of formerly researches on the university brandin university own scope. It is hoped that this research could make sens e for mold ing theuniversity brand ima ge, promoting brand competitive power and ma inta ining brand superiorityin the furious competition market environment.