* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Exploring School Brand Building and Marketing Management
Marketing research wikipedia , lookup
Consumer behaviour wikipedia , lookup
Neuromarketing wikipedia , lookup
Market penetration wikipedia , lookup
Food marketing wikipedia , lookup
Target audience wikipedia , lookup
Celebrity branding wikipedia , lookup
Direct marketing wikipedia , lookup
Marketing channel wikipedia , lookup
Visual merchandising wikipedia , lookup
Product planning wikipedia , lookup
Marketing plan wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Marketing communications wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Viral marketing wikipedia , lookup
Marketing strategy wikipedia , lookup
WWE brand extension wikipedia , lookup
Digital marketing wikipedia , lookup
Green marketing wikipedia , lookup
Target market wikipedia , lookup
Street marketing wikipedia , lookup
Multicultural marketing wikipedia , lookup
Advertising campaign wikipedia , lookup
Youth marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Global marketing wikipedia , lookup
Brand awareness wikipedia , lookup
Brand loyalty wikipedia , lookup
Personal branding wikipedia , lookup
Brand equity wikipedia , lookup
Exploring School Brand Building and Marketing Management Chin-Tien Tsai Assistant Professor, Department of Educational Policy and Administration, National Chi Nan University Abstract In a society emphasizing brand, there is a close relationship between brand building and attracting students. Due to the effect of educational reform recently, the deregulation of political policies contributes to vigorous growing in education market. More and more competitors entering education market results in the dramatic growth in the market. However, with the factors such as the decreasing of students and the increasing of the tuition in school, the way school institutions build their brands and marketing their brands telling their education outcomes and service quality from others, and develop good relationships with education customers are significant methods for education institutions to attract students. The study discusses the essence of brand and marketing strategies to develop the principles of the marketing strategies of school. First, the research inducts three elements of brand building: the essence of brand building, the principles of brand building and customer oriented of brand. Second, in the brand marketing management, eight driving factors including brand environmental factors, brand strategies analysis, brand culture molding, brand design planning, brand right protecting, brand image designing, brand examining, brand promoting are suggested. Keywords: educational marketing, brand marketing, school’s brand.