Proceedings of the 4th International Conference on New Media Development and Modernized Education (NMDME 2024)

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Research on Brand Enhancement Strategies for Private Universities Based on the Consumer-Based Brand Equity Model: A Case Study of a Private University in Sichuan

Authors
Yufei He1, Linglin Su1, Haibin Zhou1, *
1Chengdu College of University of Electronic Science and Technology of China, Chengdu, 611731, China
*Corresponding author. Email: zhouhb@mail.ustc.edu.cn
Corresponding Author
Haibin Zhou
Available Online 13 December 2024.
DOI
10.2991/978-94-6463-600-0_2How to use a DOI?
Keywords
Brand Equity; CBBE Model; Private Universities
Abstract

Currently, China’s higher education system has transitioned from elitism and massification to universalization. As a crucial component of the higher education landscape, private universities confront urgent needs to elevate educational quality, bolster social recognition, and foster sustainable development. The brand building stands as a pivotal approach to enhancing a university’s core competitiveness and social influence, thereby wielding a significant role in achieving high-quality development for private universities. This paper, taking a private university in Sichuan as a case study, integrates the Consumer-Based Brand Equity (CBBE) model to comprehensively analyze the current status of its brand building through interviews and questionnaires. It uncovers the existing issues and proposes targeted brand enhancement strategies accordingly.

Copyright
© 2024 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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Volume Title
Proceedings of the 4th International Conference on New Media Development and Modernized Education (NMDME 2024)
Series
Advances in Intelligent Systems Research
Publication Date
13 December 2024
ISBN
978-94-6463-600-0
ISSN
1951-6851
DOI
10.2991/978-94-6463-600-0_2How to use a DOI?
Copyright
© 2024 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.

Cite this article

risenwbib
TY  - CONF
AU  - Yufei He
AU  - Linglin Su
AU  - Haibin Zhou
PY  - 2024
DA  - 2024/12/13
TI  - Research on Brand Enhancement Strategies for Private Universities Based on the Consumer-Based Brand Equity Model: A Case Study of a Private University in Sichuan
BT  - Proceedings of the 4th International Conference on New Media Development and Modernized Education (NMDME 2024)
PB  - Atlantis Press
SP  - 4
EP  - 19
SN  - 1951-6851
UR  - https://doi.org/10.2991/978-94-6463-600-0_2
DO  - 10.2991/978-94-6463-600-0_2
ID  - He2024
ER  -