An Exploration of Brand Values.docVIP

An Exploration of Brand Values 　　【Abstract】This assignment explores the design and brand as a communication vehicle on the basis of a case study of the University of Wanli. The paper first gives a brief overview of the background information. It then goes on to discuss the university from a student’s perspective and from an employee’s perspective. In the third section， adjectives and strap lines are produced to export Wanli to the international market. Finally， two negative aspects of the university are addressed and accordingly some suggestions made. 　　【Key words】brand values； case study； Wanli 　　In the new global economy， branding has become a central issue for marketing. The success of a business strategy depends on how successful a company communicates the concept to its customers. This market-oriented and customer-centred approach also applies to the competitive higher educational market. In order to meet students’ specific needs and attract more students， a university should succeed in building an effective brand and in distinguishing its products and services from those of its competitors. 　　The University of Wanli， located in Ningbo， Zhejiang Province， grows out of the closure of another university which has a history of more than 50 years. Because of the way it was set up and it is financed， it can not be simply categorised as either a state-owned institution or as a private institution. As for the internationalisation of the higher education， Wanli has established its cooperative arrangements with many prestigious universities in the UK， USA， Germany， France， Japan， Korea， etc. （University Profile， 2016）. Furthermore， through cooperation between Wanli and the University of Nottingham， the first Sino-British University was founded in Ningbo （Coughlan， 2004）. 　　A key factor in the university’s success is its emphasis on humane education and personality development. Wanli attaches great importance to both students’ academic progress and their innovat