Innovative Practice and Strategic Exploration of School Brand Building and Development

DOI

10.2991/978-2-38476-509-6_85How to use a DOI?

Keywords

Brand Building; Domestic and International School Management; Precise Positioning of Schools

Abstract

In the context of market-oriented education, the brand value of schools has become a core indicator for measuring their comprehensive competitiveness. This article explores the path and significance of brand building by combining typical cases of Cambridge University and Hengshui Middle School at home and abroad. Cambridge University relies on its 800 year history to construct visual memory through iconic buildings such as the King’s College Chapel, transforming traditional culture and modern values into competitive advantages. Hengshui Middle School responds precisely to the demand for exam oriented education with the label of “militarized management”, transforming the management mode into parental identification to enhance market competitiveness. This article proposes three major strategies for brand building: firstly, precise positioning, deep exploration of core characteristics such as historical traditions and disciplinary advantages, clear target groups, and design characteristic courses; the second is to enhance the foundation by strengthening the brand foundation through the professionalization of teaching staff, the creation of characteristic facilities, and the cultivation of campus culture; the third is precise communication, conducting differentiated communication such as open days and school enterprise cooperation for different groups such as students and enterprises.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Weitong Zhao
PY  - 2025
DA  - 2025/12/15
TI  - Innovative Practice and Strategic Exploration of School Brand Building and Development
BT  - Proceedings of the 2025 International Conference on Mental Growth and Human Resilience (MGHR 2025)
PB  - Atlantis Press
SP  - 770
EP  - 776
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-509-6_85
DO  - 10.2991/978-2-38476-509-6_85
ID  - Zhao2025
ER  -