A Study Of Business Schools’ Branding Construction

The brand is the product of market continuous development, originallywhich was applied to competitions between enterprises. As the currenteducational brand times coming, higher education has gradually developedand transited from elite to popular education. As the social expectationtowards higher education quality is becoming higher and higher, competitionsbetween educational sectors are also becoming more and more intense,higher education marker has turned to buyer’s market from seller’s market.Gradually people focus on research about educational brand development inorder to obtain competition advantages. People have to integrate educationresources, improve education quality and promote schools image, so as tocultivate their own brand. Hence, it’s very essential for educationalinstitutions’ development and their obtained competition advantages to shapeeducation brand. Under the background, within this thesis, we take a researchon connotation and meanings of one business college brand development under popular higher education situation, on the basis of domestic andoverseas related education institution brand development experience andinsufficiency, according to education service theory, brand marketing theoryand brand communication theory, we explore the train of thought andapproaches of AT Business College.The major framework as follows: chapter one: introduction part, mainlyintroduce research target and meanings of this thesis; chapter two: relatedtheoretical summary, include brand communication theory, education servicetheory and brand marketing theory; chapter three: current education branddevelopment situation analysis, include domestic and overseas relatededucation institution brand development triumph proving summary andexisting problem analysis; on that basis, chapter four propose educationbrand shaping thinking; at last combing AT Business College actual situation,proposing brand development approaches aiming at the Business Collegebrand development.After the research, we think for a college, brand building doesn’t meanmarketizi-ng them but integrate their own preponderance, blaze their special features and enhance their core competence then developed them in the level of brand strategy. It must be pointed out that shape brand image is a long-termprocess and won’t succeed in short duration. On the one hand, college should be improving their brand image consciousness, abide strictly by the inherent law of brand building and college development. On the other hand, build up brand image should be with a view to make a sustainable healthy developmentway, strengthen the maintenance and management of college brand are needed on the same time when shape it then college will have lasting competitiveness and vitality.