PROGRESS AND PROSPECTS OF RESEARCH ON BRAND BUILDING AND COMMUNICATION EFFECTIVENESS OF LOCAL UNIVERSITIES IN CHINA

In order to strengthen the brand building of universities, especially local universities, and promote the improvement of their brand communication effect, this paper composes and summarizes the literature related to the brand construction and communication effect of local universities at home and abroad, outlines the current research progress in three aspects: brand building of universities, brand communication of universities, brand building and communication of local universities, evaluates the existing research results and points out the future research directions. The study concludes that the current research results of scholars at home and abroad in the field of university brand building and communication are abundant, but at the same time there are shortcomings such as insufficient systematization, poor empirical evidence and weak operability.