Case Study Of Brand Maintenance In Public General Secondary Education

With the gradual liberalization of the market of education and development of non-public schools,the monopoly of the public school has decreased.So now the public schools is facing the enormous competitive pressure.In addition,Another challenge that the brand school must face is that all of public school,branded or not branded,have similar conditions for offering education,especially in teaching facility.Therefore,only the brand school which enjoys good reputation can win the preference of the parents and students.However,for the brand schools,they are inevitably affected by the influence of internal or external factors in the course of running schools,such as change of principals,teachers,and students,as well as crises that the school encounter,and even rivals’ s change.These factors all may bring down the reputation and brand position of the brand schools.All in all,establishing reputation is only the first step for these schools.To ensure the development and inheritance,they should take reputation maintenance as the next step.How to maintain a good education,to enhance brand value,has become the subject of many schools.In this research I take H middle school in Xinhui district,Jiangmen city,Guangdong Province,as the studying case.I will give detailed description for the factors which leads to its success,and for its development situation as well as its maintenance measures.I will also analyze the information I have got from the interviews of the school principal,teachers,and the parents of students who are still in school.I will have real snooping into the brand development of the school.With what I have seen in it,I will analyze the real problems for the school maintenance measures and the reasons.Last but not least,I will use the related theory as the guide,combined with my own experience,to explore the improvement for this school,so as to perfect the brand strategy system,thoroughly and practically.To sum up,this research obtains the following basic views.Firstly,the reputation of the brand school consists of three elements,including image,and culture and quality,so,except for reputation maintenance,the brand school also should improve its image,construct the culture,and upgrade the teaching quality.Secondly,if school crisis event occurs,its negative effect is not only huge and instant,but also will constantly affect the teachers,students,parents and social public.To reduce the effect of crisis event,school must build crisis management system containing prevention,settlement,and recovery.Thirdly,in public schools,human resources,funding and curriculum are all in the charge of the education department of the government,so they can’t have full autonomy in their own areas.Therefore,its brand maintenance can only be operated in minutia,bit by bit,little by little.That means the focus of their work should be inside the school.