Research On Brand Communication Strategy Of A Institute In Universities

A institute is an international professional accountancy body based in the UK,which creates opportunities for aspiring individuals from different regions and industries to achieve outstanding careers in the fields of accounting,finance and management by providing A professional qualification.At present,the main target market of A institute in China is universities.With the rapid development of other international accounting organizations entering the university market one after another,the competition in the university market has become more and more intense.And also due to the epidemic,regular offline brand communication and promotion activities of A institute cannot be carried out.With the effect of white-hot competition and the changes of market environment brought about by the epidemic,A brand competitiveness was further weakened and the number of newly registered students of A qualification in the university market has started to show a decreasing trend.The urgent problem facing A institute is how to deliver brand message to the post-00 students in universities through a more effective brand communication strategy,so that they can learn more about the value of the A qualification and make it their preferred qualification.This thesis firstly makes an analysis of A institute’s current brand communication situation and identifies the brand communication problems in the universities market,then makes an in-depth analysis of the problems and causes of brand communication through survey questionnaire and finally proposes the optimization of the brand communication strategy in the college university market by applying the integrated marketing communication theory and the integrated brand communication theory.This thesis concludes that in the digital world where everything is connected and everything is media,A institute needs to gain an insight into the target students of universities and optimize its brand communication strategy by integrating brand communication organization structure,brand contact points and brand communication contents,so as to finally establish a brand relationship with the target students of universities and accumulate A brand equity.