Study Of Private Colleges In The Brand Construction Based On Elements Analysis

As the demand for brand name schools and excellent educational resources are becoming more intense, private colleges are facing more severe competitions. Private colleges are faced with great challenges such as the advantages in resources of public universities, entrance of foreign renowned universities and competition among private colleges. With the change in higher education from sellers’market to buyers’market, people’s pursuit for brand name schools has become obvious. To establish brand strategy is the only way for private colleges and the first step to implement good brand strategy is to construct explicit and implicit brand elements.This thesis tries to analyze the current situation and existing problems in brand establishment of private colleges taking the domestic colleges which rank forward and three in Guangdong Province as the subject investigated. Due to the special nature of colleges, some suggestion will be given on the construction of explicit and implicit brand elements. This study aims to give guidance to the brand construction of X College in Guangdong Province with the help of the research result so as to help the X College to promote its brand image.First part of this thesis introduces the research background, significance of the study and main contents and aim. Literature review and relevant theories including brand, brand elements and concept, the relation between brand elements and brand images. The theories as well as a theoretical foundation for the application of theories in the construction of brand elements in private colleges.Second part will summarize the construction of brand elements in private colleges by sorting out the information of domestic colleges. Besides an analysis of the current environment for the development of colleges as well as a summary on the shortcomings in their brand construction will be provided.In the third part, based on the theories and analyses in the previous parts, some measures on how to construct the explicit elements (including school name, school badge, campus and teaching facilities) and implicit elements (including management, school culture, teaching quality and faculty) combining the current situation of brand construction of private colleges.In the last part, the research of brand elements construction in private colleges will be applied in the brand construction of X College in Guangdong Province so as to promote its brand image.