Abstract: Developing from the state of being incubated,the basic layout of Confucius Institute has been formed around the world.Accurating position so as to enhance brand image and value which is the key for Confucius Institute to holding a firm foothold overseas and achieving sustainable development.From the successful experience of the most famous language institutes in the world(British Council,Alliance Francaise,Goethe Institute,etc),we can see that the brand effect promotes language spreading greatly.The brand building of Confucius Institute need to be proceeded from three aspects including self development,external environment and brand value.Meanwhile,the strategy portfolio of quality,creativity and individuality is emphasized.
央青. 试论孔子学院的品牌塑造[J]. 南昌大学学报(人文社会科学版), 2011, 42(05): 155-160.
yang qing. Simple Analysis on Brand Building of Confucius Institute. , 2011, 42(05): 155-160.