On The Brand Management Of Independent Colleges In China

As a new education provision system, providing significance in achieving new mass higher education, deepening the reform of higher education, the independent college has been the key player in Chinese higher education. However,in the intensive competition of modern higher education market, independent college needs a more effective and long-term developing type to compete with public colleges and other peer colleges.Using literature research method, case analysis method, history research method and so forth, from the perspective of brand management, this research gets conclusion and analysis for the independent college on their state of operation by analysing on developing history, current situation, advantages, resources, and exotic environment. It obtains the final conclusion that the necessity and possibility of independent college is brand management, also debates on how to arrange brand management with great emphasis.Research on brand management of independent college is feasible and necessary. Manifestation on excellent source to run education, flexible educational mechanism, independent college possesses favorable conditions on doing brand management. Meanwhile, doing brand management is the best choice for independent college which needs to handle market competition and independence from high school matrix.Carrying on brand management in independent colleges, it needs to assure the public interest and basic on the objective and implementation of education. That is the distinction with brand management of enterprises which pursue economic benefits forever. Compare with other management methods, there is basic divergence within brand managements. Because brand management is such a intangibility reining tangibility course which is building on"forces first, benefits last". Thus, the whole brand management has different processes, includes brand making and brand expanding. At the same time, there must be an amalgamation combining the spiritual and cultural resources with the material resources within independent college. Hence, in each different stage of independent college brand management, it must take full advantage of each element of resources so as to achieve the reorganization and integration among elements.In this paper, mainly discussing three stages of brand management in Independent Colleges, there are brand positioning, brand image-building and brand promotion.