Brand Strategy in Colleges and Universities.doc

Brand Strategy in Colleges and Universities Abstract: With China’s educational market and personal investment to speed up the process of rising costs of education, universities have been promoting a no borders and the end of the war - brand competition. This article aims to clarify the university brand content, features, colleges and universities the importance of brand development, brand raises the concern of colleges and universities in order to explore the road of building a brand strategy, colleges and universities. Keywords:: university administration; brand; development strategy Into the 21st century, Chinese higher education’s “super-normal” development strategy makes the increasingly fierce competition among colleges and universities, higher education, and gradually by the “seller’s market” to “buyer’s market”, “students selecting school to university, with students selecting school employing units “colleges and universities are all brand embodies. Brand competition, as a systematic, holistic and integrated competitive strategy, as the market economy develops to a certain stage, the general characteristics of an era, not only is reflected in the enterprise space, in the field of higher education is gradually reflect its importance. Colleges and universities as the cradle of cultivating high-quality, but also the urgent need for packaging to enter into the era of era of brand management. College’s status and influence, not only depending on their body mass so great that the academic depth, but also because as a high-level talent “factory,” high technology “incubator” and new ideas “hotbeds” of the university atmosphere, the infiltration of and the kind of flowing thick and invisible spiritual foundation and the inspiration of innovative internal mechanism. Once the formation of reputation is a unique university’s greatest resource, university brand is this “inside information” and “mechanism” of the external representation, which represents timeles