In the theory of brand life cycle, there are three stages of brand:
entry, growth, maturity and decline. In the initial stage of establishing a
brand, the postgraduate entrance examination institution paid a huge cost of
human and material resources. When the brand has a little popularity, there is
little investment in continuing to expand the popularity, and there is a lack
of continuous investment. At present, the brand of the postgraduate entrance
examination institution is in the growing period. Maintaining the brand popularity,
making it not decline, even more brilliant needs to carry on the brand
operation. Brand marketing needs both internal and external innovation of the
brand？[1], combining the four elements of marketing products, prices, channels and
services, and achieving brand maintenance through advertising monitoring,
word-of-mouth marketing, user management and other ways. Promote the brand
image, increase the brand awareness, and realize the continuous brilliance of
the brand. This paper analyzes the problems and causes in the brand
construction of postgraduate entrance examination, and puts forward
corresponding solutions. This paper analyzes the problems and causes in the
process of building the brand, and finds out the rules and ways to build and
maintain the brand of education and training institutions.
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