Take care of our universities in the brand opration experience, we find existing in reality dislocation, such as the lack of visual recognition, behavior recognition of the convergence, and the concept of identification as a single; University brand is more important in the operation is not re-position, but fit to the bit of land. This article attempt to give a breakdown of the use of consumers and providers to combine the positioning of segmentation methods in order to obtain synergies.
On the construction of university brand, mainly from the system, culture, strategy three levels in university brand building; the university brand turn composed of a different brand pillars (principals, teachers, academics, students and other brands); there are still follow-up brand extension of the management issues. So, the construction process and strategies are complex and detailed.
On the spread of university brand, the real owner of university brand should be the stakeholders (including government, employers, students, parents, faculty, etc.), so can not ignore the stakeholders satisfaction with the brand of universities formed affected, their active participation and support are an important condition for the brand. Therefore, it is necessary to use effective and innovative communication strategies to disseminate to the target audience of University brand, "Well done at the same time would also like to say well."
Finally，the article are closing, combing the full text of this article summarizes the main argument, pointing out the shortcomings and the study of " university brand management" to further study the subject of future direction.
Key Words: University，Brand Operation，Characteristic Localization, Connotation Construction, Image Communication