Research On Brand Management Of Tian Jin’s Cathy Future Education

Arts education and training has continued to be a hot issue for the concerning public. Afterthe,“18th CPC National Congress” adopted policies and regulations relating to arts educationdirectives, the arts education market has since rapidly come alive with various arts education andtraining institutions emerging.With this phenomenon as background, using Tianjin City’s largestarts education and training institution–Cathay Future Education as the subject of this in-depthresearch, focusing on the subject of brand management, this study investigates Cathay FutureEducation’s successful model in managing their brand name, to provide a theoretical model forfuture arts education brand operations and further enrich the study of brand management in artseducation.This paper first collected and organized data and research literature relating to arts educationbranding both domestically and internationally, and from that analysis determined that thedomestic arts education market is currently a developing industry, where market stability is poor,but with a vast potential for market growth. Those industries entering the market of artseducation and training have a weak understanding of branding, lack brand management concepts,and never developed a mature model for brand operation, with many institutions passivelyrelying on their experience alone to survive in the market. Based on this foundational research,the author used the most prominent institution in Tianjin City, Cathay Future Education, as thesubject of this study, and went in depth into Cathay Future Education, undergoing a six monthfield research, collecting and organizing detailed information from curriculum structure to brandpromotion within the institution, and further analyzed and summarized the factors leading to thesuccessful branding of Cathay Future, which: has a unique brand culture, that resonates withconsumer’s psyche; while in the process of promoting the brand, set clear goals targeting themarket niche that values quality of education as the brand’s marketing foundation, using word ofmouth marketing techniques to expand brand popularity and awareness; and lastly, using publicrelations to generate buzz as a tool to further establish a positive brand image, solidifying itsmarket position in the arts education market. Finally, the author based on the above research,boldly proposes the future direction and brand development of Cathay Future Education, hopingto provide similar industries in the development and operation of their brands and provide areference point for other arts education brand operations in Tianjin City.