Study On Construction Of University Brand

21st Century Education in China has entered an age of branding, with the modern higher education from elite education to mass education trends, higher education is changing from a seller's to buyer's market, the society will become increasingly high to quality requirements of higher education, competition among colleges and universities will become more intense, to win the competition, we must integrate educational resources, improve the quality of education and enhance school image, cultivating their own brands. Therefore, shaping university brand to its own development as well as gaining competitive advantage in the higher education market are extremely necessary. Based on such a background, this article studies the meaning and significance of University brand building under the situation of higher education popularity, sums up the experience and the lack of domestic and international universities of brand building, explores the ideas and approaches of university brand building.At present, Chinese University has these issues: school location is not clear, features are not distinctive, brand awareness is weak; focused on hardware construction, ignored software construction; focused on expanding the scale, neglected quality improvement; capital investment is insufficient and so on. Through analyzing the status of university brand building as well as combination the experience of domestic and foreign university brand building, from both internal and external brand image-building, this article expounded the idea of universities brand building.In short, creating the brand image of university should start from strengthening self-construction of university, focusing on the construction of external image of universities, highlighting features and advantages of universities, at the same time, we should also pay attention to brand maintenance and management to effectively enhance the core competitiveness of colleges and universities, lay a solid foundation for sustainable development of university brand.This paper is divided into five parts: the first part is the introduction, including the questions we ask, literature review and research methods. Part II: introducing the basic concept of university brand, highlighting the different characteristics between the university brand and the industry brand in the traditional sense, and describing the importance of university brand image. Part III: Through analyzing cases of domestic and foreign well-known universities, as well as lessons learned, this part points out the problem of Chinese university in shaping the brand image. Part IV: this part elaborated the idea of shaping university brand image specifically from internal and external two aspects. Through the inner core ----- build brand awareness, reasonable location and wealthy university culture analysis shows that the intrinsic shape of thought. Through introduction of corporate identity to enter university and analysis of university brand management, this shows the external shape of thought. Part V: this part described the ways to university brand-building from focusing on innovation, creating famous teacher, building the core subjects, improving quality, policy preferences, and increasing capital investment and so on.