On The Establishment Of University Brand

Brand is the product in the process of market development. It is not only a name of certain products or services and their marks but also the rich implication of their attributes, profits, value, culture, personalities and users and so on. It is the time filled with rich commodity and full of competition when people identify values of the brands themselves more than those of products and services. In this case, brand becomes the most useful instrument in market competition. With the development of market economy and structural reform in higher education in China, trends of higher education's marketing will be irreversible. University Brand is of great significance to universities as it influences their development as well as obtaining the competitive advantages in higher education marketing. Brand position and brand image is the core in the establishing University Brand. Brand position is the preliminary task in establishing university brand, which seeks and establishes competitive advantages in the target market by means of establishment of target market and analysis of self-capabilities and capacities of opponents, etc. Differentiation is the premise in brand position, the policy of which mainly includes types, levels, scales, competitive strategy and so on. Brand image is actually public recognition and evaluation of a college or university. Notability and honorability are the two fundamental dimensions through which influence of brand-names upon consumers is judged. The establishment of university brand not only means rise of notability but also hoisting of honorability of universities by the public. CIS, Corporation Identity System, which includes MI, Mind Identity, BI, Behavior Identity and VI, Visual Identity, is the image-shaping tools developed in industries, and is referentially meaningful in the establishment of University Brand. In the process of brand-establishing of university, publicity of university image should be enhanced to university population by means of traditional media as well as non-traditional ones. Fundament of University Brand is its capability, especially its core competitive ability. The major tasks in establishing university brand and core competitive ability are introduction and cultivation of notable teachers, cultivation of honor students and provision of excellent educational services. It is assumed in this paper that university administration should be optimized by the guiding ideology on the establishment of University Brand.