The Research Of Brand Communication Of The Education Brand

This research topic, based on theories of brand communication and their relevant research achievements, focuses on the specific characters of education brand and mainly tackles some fundamental problems existing in the brand communication of education brand .Considering the diffusive symptoms in education brand as its research objects and the New Oriental education organization as a study case, this paper tries to examine the strategies of brand communication in the New Oriental which greatly enrich the theories of brand communication in the education brand.New Oriental, a private education organization, enjoys huge success as a famous education brand for its mature management mechanism .This article summarizes the strategies of brand communication adopted by the New Oriental and points out its inspirations to other education organizations.This research paper is primarily divided into four parts. Chapter 1 is its first part, which elucidates the general research background, sorts out the relevant research documents and explains the meaning of the paper. Chapter 2 is the second part, it explains the Methodology and structure of study. Chapter 3 is the third part, which demarcates the definition of education brand &education brand communication and illustrates the characteristics, values of the education brand. Chapter 4 is the four part, it illustrates the New Oriental's brand communication stategies: different brand culture, word of mouth , public relation and all the members join the Brand Communication. Chapter 5 is the last part, It draws a conclusion and explains the weakness of this paper.This paper is valuable for some education organizations and some people who want to be ingaged in brand communiacation of the education brand.