Research On Brand Basic Education Schools

School brand is a combination of the school’s name, its logo and unique cultural connotation. It is also the intangible assets, which is based on the quality of education and social recognition, is formed in the long-term school education and teaching practice. Basic education school brand construction is the need of the development of quality education, is the need for balanced development of basic education, basic education development to a certain stage of the inevitable choice. In the process of brand building should make full use of the enterprise brand construction theory, complexity science, communication theory, the theory of school culture, should fully consider the characteristics of psychological development of primary and middle school students.Basic education school brand, with the purpose of educating people, brand, is to lay the foundation for the growth of the students of the brand, is a unique cultural personality of the brand. At present, the practice of building the brand of basic education school show label, superficial, excessive, short-term tendency, appeared a tendency to ignore the brand construction main body, how to solve these problems is a difficult problem in front of the educators. In the field of basic education school brand, necessity and feasibility of scholars of brand building is in doubt, basic education of the school brand building unique, holistic, systematic further mining.Including elements of basic education school brand:idea system,behavior system and visual system, the concept of system is the core and basis of school brand, the behaviour of the system is its performance in terms of the behavior of the visual system, in the visual aspects of the show. Concept recognition system is composed of educational essence, educational objective, curriculum and teaching, teachers and students and the educational management view; the behavior of a system is composed of education policies and regulations, the articles of association of the school, organization setting and comprehensive rules and regulations; visual system this paper mainly from the school name, logo design design, color design, standard school school website design and school building design are analyzed; the three systems of mutual coordination, mutual unity, together constitutes brand basic education schools.Basic education school brand construction can be focus on the quality of construction, construction of school culture and the school image building. Quality construction is the foundation of basic education of the school brand building, the construction of school culture is the foundation of education of school brand construction, the image of the school building is the foundation education of the school brand building based on. Starting from the angle of school brand,school brand evaluation of school brand positioning, scientific and reasonable to enhance the quality of running a school through practical and school brand innovation to implement. The location is starting from the perspective of the public, through scientific analysis to determine the school development goals and direction in the practice of education, and get students and parents to understand and support, position often use SWOT analysis method, the internal and external environment analysis, school dynamic positioning model, can be used to positioning, positioning, chief change history the concept, characteristics, location and positioning strategy. Basic education plays a guiding role of brand evaluation, diagnosis function, service function; evaluation of the main include: school self-evaluation, the superior departments in charge of evaluation, a qualified third party agencies (CA) evaluation; should seek a reasonable balance between the qualitative evaluation and quantitative evaluation of the evaluation process, to seek a balance between the formative evaluation and summative evaluation. The school brand innovation impetus to school brand has its "life cycle", the brother school competition, the school environment changes and other factors, can through the establishment of institutions, strengthen the system construction, education and research strategies to promote school brand innovation. The construction of school culture is the spiritual culture as the foundation is to establish the advanced idea of running school, the cultural system for regulating the behavior of teachers and students, to material culture to build school brand visual system. Prevention of basic education brand communication and brand of school crisis are two sides of the same coin, common to create a school brand image. Through establishing a full communication consciousness, develop interpersonal communication, mass communication media to choose according to the content and the goal of the school brand dissemination, the effective use of the media agenda setting function to carry out regular activity spread, school brand dissemination using event marketing to carry out special campaigns etc.. In the dissemination process should pay attention to the dissemination of school brand culture connotation, pay attention to the dissemination of school brand public school, pay attention to the brand dissemination of unification and serialization. In the development process of school brand, we should pay attention to prevent school crisis, and establish prevention mechanism, coping mechanism and recovery mechanism.