| The deepening impact of Market economy on Chinese higher education market, promotes education system ongoing reform, and the changes of the concept of Chinese higher education also have taken place. In the traditional administrative management model of university, there is a "no worries about the emperor's daughter to marry," which is serious lack of sense of competition. Yet, new requirements are put forward for Chinese university on the new situation, and the university to participate in market competition has become an inevitable necessity. However, with the university education from elite education to mass education transformation, the universities began to emerge the homogenization phenomenon which increased the difficulty of the university to compete. In order to get a better living and development space, the universities have to think such a problem -how to come to the fore from the universities in similar institutions. Currently, brand has been the talisman of success in modern market competition. The brand of the university will definitely be able to provide assistance in the competition. In the recent years, brands have become a "hot issue" in the field of Chinese educational research. But right now research of the university brands stays in the macro-level of brand strategy, brand building and so on, lack of in-depth research. In this context, the paper uses the mature theory of corporate brand personality for reference to construct brand personality of university. And through the manufacture of the brand personality to shape differences, university can really get rid of homogenization.The coming of knowledge-based economy era, prompts higher education gradually to shift to the direction of lifelong education, so higher education is no longer a purely academic education. Combined with the continuous enrollment and the continuous reduction of the number of students, university education will have to emerge oversupply leading to more brand options which students have. In addition, the oral spreading, donations and others also affect the development of universities profoundly. These show the importance of cultivating student's brand loyalty. However, the homogenization of the university brands enables students to distinguish them difficultly, let alone loyalty. In view of this, the paper links brand personality of university to brand loyalty, and by studying the impact of brand personality on brand loyalty, finds ways to make and upgrade brand loyalty,and provides solutions.The paper studies the brand personality and brand loyalty of university which is one of the non-profit organizations, by making students as the research objects. By literature, systems analysis, qualitative analysis methods, the author presents factors which affect brand loyalty of China's university, namely, brand personality index system of China's university. Based on Consumer self-concept, social identity theory, brand identity theory and analysis of gist for designing model of correlation between brand personality and brand loyalty, the paper brings forward hypotheses and theoretical model of correlation between brand personality and brand loyally and verifies them, using factor analysis and regression analysis.In this paper, against the homogenization of Chinese universities and life-long trend of education, the author analyzes the connotation, characteristics and composition of brand personality of Chinese university. Based on previous studies, the author puts forward a brand personality index system of Chinese university. Analysis of the theoretical basis and practical basis for model constructing, this paper puts forward hypotheses and theoretical model of correlation between brand personality and brand loyalty and verifies them through factor analysis and regression analysis. On the basis of empirical analysis results, this paper brings forward management recommendations in order to enhance the brand loyalty of university and create clear-cut brand personality.
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