Brand Building Strategy Research In Colleges And Universities

Brand theory in our country enterprise in the development and application has beenmature, but also slightly less than in terms of brand building in colleges and universities. Withthe reform and development of education enterprise in our country, the education career alsohad the characteristics of some new era which is from traditional become more open. AfterChina’s accession to the WTO in2001, both economically and in the education career, theever better integration with the world. Especially abroad, some colleges and universities havealso taken advantage of the plunder of China higher education market. Therefore, China’shigher education market, there is more competition in the market. Chinese universities want tooccupy a place in the fierce competition, must be the brand road. In order to create their ownunique characteristics, better is different from other colleges and universities, improve theirteaching advantages and status in society. In this way, we have to put the brand promotion tothe development of the colleges and universities, the construction of the core position. Inorder to be prepared for more long-term development of colleges and universities.This article firstly introduces the connotation of the brand and the brand. According tothe domestic and foreign related research about the brand of the source of the university brand,brand is defined in colleges and universities, summed up the brand value of colleges anduniversities. Next, based on the actual situation of colleges and universities in China, analyzesthe environment both at home and abroad brand in Chinese universities. Through analysis ofsome existing problems of brand construction in colleges and universities, and makeattribution analysis on these problems. Finally aimed at these problems, combining withrelated data to construct strategy： Brand, brand of teachers, students and campus theinternationalization of the brand. These analysis and research in universities in China isconducive to enhance brand awareness, implement brand construction, cultivate a strongbrand has an important meaning, and for the future long-term stable development providesome useful ideas.