Study On Brand Management Of Private Colleges

After35years’ development, China’s private higher education from scratch, from weak to strong, has become an important subject of higher education market. However, compared with public universities, the quality of students, faculty quality, graduate employment opportunities and access to educational resources and other aspects of private colleges are in absolute disadvantage. In order to survive and develop in the current competitive higher education market, brand management, which including brand positioning, brand elements building, brand communications and brand extensions, should become private colleges’ strategic options.Private colleges’ brand positioning must first set correct "type", and secondly to be good "classes" according to market demand. Private colleges should start building brand elements mainly from excellent idea of university, modern university system, market-oriented specialty settings, advanced personnel training methods, excellent educational resources and characteristic campus culture six brand elements. Private colleges should maintain good public relations with students’ parents, government, media, enterprises, other universities and other external public as well as students, teachers, administrators and support staff and other internal public, should take word of mouth, news propaganda, exhibition and display, academic activities, network communication and other ways of brand communication. Private colleges’brand extension can extend in post graduate education, specialty education, continuing education and non-academic education, basic education and other lines, can also extend across class by setting up academic journals and publishing houses, affiliated hospital, school-run enterprises to expand the brand influence and increase school’s assets.By this strategic brand management process, which including brand positioning-brand elements building-brand communication-brand extension, private colleges can create an excellent brand of wide popularity and good reputation to attract more high-quality students, excellent teachers and educational resources, to promote graduates better employment, and to win greater space for the survival and development of private colleges.