RATIONALITY ANALYSIS OF UNIVERSITY BRAND IMPLEMENTATION PATH

Abstract

Brand is a socio-economic phenomenon. Brand is the product of the development of commodity economy to a certain stage. The generation of brand marks the maturity of the concept in the process of commodity exchange. To simply define a brand, it refers to a name, symbol, symbol or design of a seller or service, highlighting its competitive advantage and being distinguished from its competitors. In tandem with trends toward the popularization, marketization, and internationalization of higher education, brand marketing emerged in the field of higher education in the 1980s. In addition, with improvements in social welfare and new forms of public management, the commercialization and marketization of higher education have attracted increasing attention. The definition of the university brand can be described as that the university brand is the organic combination of representation information (name, noun, mark or design) and profound connotation (value, culture, personality and spirit), so that it is distinguished from competitors and recognized by consumers. Brand strategy is the overall planning and implementation of brand building and future development carried out by brand institutions under the guidance of brand strategic thinking based on their own conditions and analysis of the current situation and future trends of the external competitive environment. The essence of brand strategy is to shape the core expertise of the company, thereby ensuring its long-term development. Brand strategy is to establish a corporate strategy centered on building a strong brand. The core of raising brand building to the business strategy of a company lies in establishing a distinctive brand identity. Through the analysis of the actual situation and future trend of the external competitive environment, according to the guidance of its own conditions, the university conducts the overall planning and implementation of the future development of the university under the guidance of brand strategic thought. The C9 Alliance is the first university alliance between top universities in China. The alliance includes nine universities, including Peking University, Tsinghua University, Zhejiang University, Fudan University, Shanghai Jiao Tong University, Nanjing University, University of Science and Technology of China, Xi'an Jiaotong University and Harbin Institute of Technology. Its development model, development path, talent training and other aspects are the target of many Chinese universities. Centering on the connotation of university brand, this paper analyzes the brand implementation road of "C9 Alliance" university to prove the rationality of the model observation point proposed in this paper, and on this basis, puts forward reference suggestions on the implementation path of ordinary undergraduate university brand.