Colleges and Universities and the provisions of the connotation of the brand concept of.doc

Colleges and Universities and the provisions of the connotation of the brand concept of Abstract: College brand is the community college’s educational philosophy, school characteristics, school quality, and social services in a comprehensive level of recognition. At present, China’s colleges and universities are generally weak in brand awareness. Provision of quality education products and services, accurate positioning to cultivate the brand characteristics, to attract more use of educational resources available to colleges and universities an inherent requirement of the brand strategy. Keywords:: colleges and universities; brands; idea; Strategy A brand fit with the university’s development of the intrinsic nature of Brand is an economic concept, refers only to a narrow brand of commercial brand. Simply put, it refers to identification of a particular seller or group of sellers of products or services, and to distinguish it with the name of its competitors, terminology, symbols, symbols or designs, and combinations thereof. In fact, the brand is derived from products and services, but beyond its own products and services in an intangible value. It has three basic functions: first, brand recognition recognition. Consumers know a product or service, initially through the product or service name, term, symbol or design, implementation, so it is an identification tag or code. This is the brand most basic, the most shallow of the feature, which help to improve the visibility of products or services. The second distinguishing feature is the brand’s screening. Well-known, but similar products or services, this is not a real brand, the brand must be unique real, seen by customers is unique in its class. This unique one hand, can enhance the competitiveness of competitors in order to prevent competitors to imitate; while at the same group of consumers to differentiate and win consumer confidence. The third is the brand value-added services. This is a brand of