Brand Promotion Strategy Analysis Of Confucius Institute(Classroom)

In2004, the world’s first Confucius Institute was established in Seoul, this marks thebeginning of a new period in the international promotion of Chinese. In the followingeight years Confucius Institute has sprung up all over the world. But while pursuingrapid expansion one must not forget the importance of the quality of these institutes.Therefore Confucius Institute must reasonably use brand management theory tomaintain and strengthen the effect, and rapidly enhance the reputation of their brandin order to lay a foundation for seeking a better growth situation for the internationalpromotion of Chinese.The analysis in this paper is mainly based on Professor Keller’s strategy brandmanagement and the characteristics of Thai Confucius Institutes.The thesis includes four parts; Confucius Institute brand planning, brandcommunication, brand enhancing and brand protection..