Research On The Brand Promotion Strategy Of X Private Universities

X College is a private college in Hunan Province.The university has been established for 25 years,upgraded to undergraduate in 2014,and established a master’s degree program in 2021.It has a certain reputation among private colleges and universities in Hunan Province.However,it is less than 8 years since X College was upgraded from a higher vocational college to an undergraduate college.After its comprehensive strength is relatively strong among private colleges in the province,its brand strength is still insufficient,which restricts the development of X College.How to improve the brand power has become an urgent problem for X College.Based on the consumer’s brand value model(CBBE model)and the current situation of the brand of X College,this paper systematically analyzes the brand of X College by questionnaire and analytic hierarchy process.The survey results show that X College is faced with a serious shortage of brand power.Specific performance in the following aspects:(1)brand recognition: visual recognition effect is not strong,concept recognition is not deep;(2)Brand connotation: the professional cluster has no characteristics,the structure of the teaching staff is unreasonable,the scientific research level is not enough,the investment in teaching resources is insufficient,and the utilization rate is low;(3)Brand reaction: low recognition from parents,society and employers;(4)Brand relationship : the sense of belonging of teachers and students is not strong,and the loyalty of employers is not high.In view of the above problems,combined with the current brand situation of X College,this paper proposes targeted brand promotion strategies from the following four aspects:(1)build a clear brand identity of the college;(2)Create high-quality education brand connotation;(3)Guide positive brand reaction of X College;(4)Establish the resonance relationship between students,society,employers and college brands.In addition,quality assurance measures for brand promotion will be improved.Through the analysis of the four dimensions of the consumer’s brand value model,we can help X College to come up with brand promotion strategies,so as to carry out brand building for X College,enhance the brand power of colleges and universities,promote the development of X College into a new stage,and provide important reference for brand management of other similar private colleges and universities.