Branding China's University Think Tanks: Pathways and Challenges in the Era of Educational Strengthening

Qing Xu

doi:10.6918/IJOSSER.202601_9(1).0016

Authors

Qing Xu

DOI:

https://doi.org/10.6918/IJOSSER.202601_9(1).0016

Keywords:

University think tanks, Types of think tanks, Brand theory, Brand building, Optimization path, A strong education system

Abstract

Research Purpose: University think tanks in colleges and universities are of great significance to promoting the modernization of national governance system and governance capacity and building an educational power. Method: By introducing brand theory, through case analysis, according to the ranking, achievements, comprehensive influence and important characteristics of 795 think tanks in CTTI, five typical models of brand building of think tanks in colleges and universities are summarized, and four common problems are analyzed in the process of brand building of think tanks in colleges and universities, such as the tendency of large quantity of think tanks, the lack of leading role of think tanks, the publication of achievements based on papers and the cognitive deviation of think tanks' main identity. Result and Conclusion: In the context of accelerating the building of a strong education system, the brand development of university-affiliated think tanks can be optimized through four pathways: emphasizing brand positioning, strengthening a product-oriented mindset, integrating brand communication, and building specialized teams. This will fully leverage the brand effect of university think tanks and address the epochal question of “what role should they play in national rejuvenation.”

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