基于红色文化的高校党建工作品牌化建设实践探究

就目前高校党建工作而言,我们需要在红色精神的感染下,将高校党建工作推向一个新的台阶,以此来实现高校党建工作的品牌化发展之路。为此,作者从一名普通的高校党建工作人员的角度出发,简要介绍了红色文化在高校党建工作品牌化建设中存在的问题,进而提出了红色文化在高校党建工作品牌化建设实践中的应用策略,从而更好地利用红色文化推动高校党建工作的开展。     

品牌存活的方法论--核心价值的变与不变

处于由环境动因、竞争者、消费者以及企业构成的“品牌力信息场”中的品牌,为了满足消费者的期待价值,需要在瞬息万变的“信息场”中把握核心价值的“变”与“不变”,才可能得以存活并发展。“不变”的是核心价值的本质内涵,“变”的是核心价值的呈现形式,不变中有变,变是为了不变。这是品牌发展的战略确定和策略实施原则。     

论农产品区域品牌伞策略背书效果的影响因素

农产品区域品牌伞策略强调的是农产品区域品牌作为伞品牌对伞下农产品及其品牌产生庇护和提携作用。本文试图探讨影响农产品区域品牌伞策略背书效果的因素,在参考相关文献的基础上,归纳出可能的三大类影响因素:农产品区域品牌伞背书策略(包括有无背书和背书程度)、农产品区域品牌特征(包括品牌强度和品牌形象)和农产品区域品牌与农产品契合度,并提出六个假说,籍此构建出一个影响农产品区域品牌伞策略背书效果的概念模型。     

高校校园篮球赛事品牌化创建的理论分析

本研究基于高校校园赛事和品牌的特有内涵,结合企业宣传受众相对集中的特点等进行分析,构建校园篮球赛事品牌化是可行的和必要的。她提升了篮球运动的感召力和吸引力,使更多的学生参与到运动中,并从运动中得到不同程度的满足。同时,通过校园篮球赛事品牌化的建立获得更多商业赞助,保证校园课外体育活动的有效开展,从而带动校园相关体育赛事的推进,为学生创造良好的体育氛围,推动校园体育文化的建设。     

品牌化是民族职业教育发展的路径选择

职业教育品牌化有利于促进民族地区职业院校招生与就业的实效性,有利于促进民族职业教育质量的提高.从实际情况出发,走符合民族区域特点的职业教育品牌化发展道路,是民族职业教育可持续发展的必然选择.     

Panel 2: The Implications of Digital Scholarship for Research Libraries: Challenges of Access and Preservation

ABSTRACT

The panelists present observations on the impact of digital scholarship for library goals related to information access and preservation based on their experiences in a variety of Web-influenced environments. The advent of digital forms of publishing and information retrieval signal significant changes in our understanding of library business models, user services, and the role of special collections.     

Librarian Like a Rock Star: Using Your Personal Brand to Promote Your Services and Reach Distant Users

ABSTRACT

The business world has been using corporate branding and relationship marketing to build customer loyalty and satisfaction. In recent decades, individuals have applied the tenets of branding to themselves to create the idea of personal branding—marketing yourself as your own brand. By thinking in terms of personal branding and relationship marketing, distance education librarians can more effectively reach out to remote students and build long term relationships that are beneficial to both students and librarians.

This article originally published in Journal of Library Administration, Vol. 50, Issues 5–6, pages 628–637, 2010. doi:http://dx.doi.org/10.1080/01930826.2010.488928.     

International University Education: An Australian Perspective

This paper attempts to explore the effectiveness of UK universities' websites. The area of branding in higher education has received increasing academic investigation, but little work has researched how universities demonstrate their brand promises through their websites. The quest to differentiate through branding can be challenging in the university context, however. It is argued that those institutions that have a strong distinctive image will be in a better position to face a changing future. Employing a multistage methodology, the web pages of 20 UK universities were investigated by using a combination of content and multivariable analysis. Results indicated ‘traditional values’ such as teaching and research were often well communicated in terms of online brand but ‘emotional values’ like social responsibility and the universities' environments were less consistently communicated, despite their increased topicality. It is therefore suggested that emotional values may offer a basis for possible future online differentiation.     

Institutional branding: a content analysis of public service announcements from American universities

American universities receive millions of dollars worth of media exposure every year via Public Service Announcements (PSAs) broadcast during their respective school's athletic competitions. This research explores the message strategies and executional devices used by NCAA FBS (National Collegiate Athletic Association Football Bowl Subdivision) classification schools during the 2010 football season. This study is the most comprehensive content analysis of this subject matter to date. 115 PSAs were examined, representing 111 of the 120 schools which comprise this tier of American higher education institutions. 51 variables were operationalised and are detailed in this article. These variables include messaging specific to institutional communications, as well as common creative approaches used within television advertising. Findings suggest that there is indeed a ‘sea of sameness’ across these communications and that few schools are creating unique messages. This article continues the theoretical work in this field by refining extant models for communication messages employed by higher education institutions.