The Research On Brand Positioning Of Training Institutions

In the knowledge economy, educational training has broad prospect of development. China’s training market registered great progress after opening-up and reforms. But in the process of development, there has been a lot of problems, such as the serious homogeneous competition, weak brands, lack of international competition, patchy in terms of service quality and bad reputation, it is necessary to build a superior brand which is competitive and innovative. Brand positioning is the precursor of brand building, which plays a very important role in the process of shaping the brand.The research on brand positioning of training agencies has great realistic as well as theoretical sense.This paper studies from the context of China’s educational training institution’s brand building project,analyses and puts forward the theoretical framework and implementation strategy of training institution brand positioning, then verifies the conclusion with the cases of domestic branded training institutions.The main innovation point is that expand the research perspective of the brand of training institution, define the content of training agency’s brand, form the systematic framework of brand positioning and design the implementation strategy for training institutions. The current research on brand positioning is concentrating on tangible products, lack of relative study about training institution. This paper is a new attempt.