Study And Analysis Of University Brand-building

Influenced by the background of market economy, competition in higher education is getting more and more furious. The administrators of University need to polish their managing skills and find out the appropriate way to develop them .The Brand is getting to be a big issue for survival and development of University in cruel competition.How to position brand, the foremost task of university brand-building, is that try to build competitive advantages in the target market segmented in terms of definition of target market, analysis of self-evaluation and evaluation of opponents, etc. Image of University brand-building is based on internal advantage which is formed during a long-term development and external resource channel acquirement. Therefore, University brand-building needs to be processed designedly inside and outside of school. To build a University image with core competitiveness is to maximize its strength and advantage, which has three elements: accurate orientation, creation and brand management.To sum up, university etablishes its brand by building it inside and outside school, emphasizing its characteristics and advantages, and stressing the brand management, which lays a solid foundation for its brand development andcontinuable development.