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  4. Vol 4, Issue 8, 2023

Research on the Design Strategy of the University Brand System

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DOI: 10.23977/artpl.2023.040814 | Downloads: 12 | Views: 332

Author(s)

Fanrong Zeng 1,2

Affiliation(s)

1 School of Architecture and Design, Hubei Enshi College, Enshi, Hubei, 445000, China
2 Graduate School, José Rizal University, Manila, 0900, Philippines

Corresponding Author

Fanrong Zeng

ABSTRACT

The construction of university brands plays a positive role in expanding the influence of universities and promoting high-quality development. To effectively enhance the influence of university brands, systematic solutions are provided for the design and construction of university brand systems. Based on the tool of "Message house", an exploratory research method was used to establish the university brand house and design the university brand system by combining the factors that affect the university brand construction. Based on the architecture of the "Message house", six levels of university brand system design, including strategic level, perception level, content level, stakeholder level, expression level, and support level, were identified for detailed sorting. Relevant resources of universities were integrated to construct the "Brand house" of university brand system architecture, providing effective solutions for university brand construction. The design and continuous promotion of the university brand system effectively promote the reputation of the university and actively promote the high-quality development of the university. Based on the advantages and characteristics of universities, universities continue to enrich their own "Brand houses", allowing the brand construction of universities to be systematically carried out, and allowing the brand influence to contribute to the improvement of the university's reputation and high-quality development.

KEYWORDS

University, brand system, design strategy, influence, high-quality development

CITE THIS PAPER

Fanrong Zeng, Research on the Design Strategy of the University Brand System. Art and Performance Letters (2023) Vol. 4: 77-84. DOI: http://dx.doi.org/10.23977/artpl.2023.040814.

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