THE INTERNAL CONNECTION BETWEEN BRAND STRATEGY AND THE CONNOTATION DEVELOPMENT OF UNIVERSITY

Abstract

With the rapid development of China's economy, society and culture, the market of higher education is deepening, and the construction of universities has encountered unprecedented opportunities and challenges. 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. University brand as the social awareness, reputation and recognition of the university formed in the process of long-term development. The popularity, reputation and recognition carried by the brand often indicates the long history of running a university, or represents a good quality of running a school, and even marks the cultural temperament of success. University brand is not only regarded as a kind of high-quality educational resources accumulated over the years, but also a kind of soft power related to its long-term development. That implementing university brand strategy and adhering to the characteristic development of university is the inevitable choice for university survival and development, and also an important direction of university management in the future. This article focuses on the discussion is the university brand. The emergence of a university brand cannot be separated from the external environment of the place where the university is located. For example, the backbone university brand discussed in this paper is inseparable from the role of political, economic and cultural external factors in the place where the university belongs. Of course, in addition to the external environment, the generation of university brands also needs internal impetus. The development of university brand strategy is an inevitable choice to adapt to the social development, and it is an inevitable demand to build the university brand in the environment of the rapid development of China's higher education. With the gradual expansion of higher education activities and their influence, the market forces highlighted in higher education have gradually been valued by all sides of the society.