大学品牌建设的若干思考

Some Thoughts about the Building of University Brand

大学品牌建设具有合理性,但潜在着诸多深层次的问题,包括品牌表述的悖论、创建路径的困境、内在逻辑的两难以及创建价值的争议。很大程度上,这是由于品牌建设与大学文化存在一定的冲突。大学品牌建设可谓是一种"时尚",管理者应学会辩证地看待。

The building of university brand is inevitable and reasonable, but with potential damage. A series of questions during the process of building,including the paradox of brand expression,the predicament of building routine ,the dilemma of inner logic, and the debate of building value ,are embodiment of damage on the gene of university culture.As a kind of management fashion, the brand builders （university managers）should learn to use fashion properly.