随着经济社会的发展和生活水平的提升，民众对教育的需求逐渐趋于多元化，实行教育体制改革后，2010年重新发布了十年期的教育改革发展纲要。文件中明确提到要支持社会民办教育，制定了支持民办中学的政策。对于一个学校而言，品牌的建设税学校长期发展的核心，在一个竞争十分激烈的市场中，学校的品牌建设直接关系到学校的生存和未来的发展。如果品牌形象质量优，那么学校就更容易培养出优秀的人才，也更容易提升学校的竞争力。在人大附中分校自然、真实的教育环境中采用行动研究的方法获取资料；通过对人大附中分校的人群采取地调查和主演负责人访谈，并在校内外发放了关于人分品牌建设的问卷，获取信息，为论文撰写提供数据支撑。

本文通过搜集、查阅、整理国内外有关学校品牌的研究文献，总结梳理了典型的品牌构建理论，尤其是CBBE品牌价值模型理论，对于学校的品牌建设有比较科学的认识；以人大附中分校为本次研究的主要对象，通过查阅文献、现场访谈以及实地调查等多种方式了解学校发展历程、学校品牌建设过程进行梳理和分析。本文以品牌建设为研究视角，根据CBBE品牌价值模型，确立了品牌建设步骤：品牌标识的确立；品牌内涵的创造；品牌反应的引导；消费者和品牌关系的确立，通过深度分析人分品牌建设的逻辑和策略，得到了人分品牌建设的步骤模型：在原来集团校的光环下，又构建了以“精度、深度、温度”为底色的“三层五域”课程体系，突出了品牌识别的显著性；又在教育改革的大背景下，勇于承担社会教育责任，树立了“办普通高中优质品牌、非营利民办学校优质品牌、教育资源优质均衡发展品牌”的品牌内涵的独特性；同时加强一线教师队伍建设、以“深度、精度、温度”教育理念来进行学生常规管理，引导了品牌响应的正面性（这里设计了两个调查问卷，进行校内外、家长、学生和教职工对学校品牌建设的认可度）、最后水到渠成的缔造了消费者-品牌关系的共鸣性。并提炼出品牌竞争中的有效经验：充分发挥已有优势打造良好的品牌形象，重视日常教学质量，强调人才队伍的建设、温度对待学生赢得学生家长认可。

希望通过对人分民办学校的品牌建设进行分析，为民办中学进行品牌建设提供一定的决策参考，同时梳理品牌建设相关的理论和实践经验，总结人分品牌建设的成功经验，为民办高中的战略发展和品牌发展提供一定的参考。

With the development of economy and society and the improvement of living standards, people's demand for education gradually tends to be diversified. After the reform of the education system, the 10-year education reform and Development Program was re-issued in 2010. The document explicitly mentioned the need to support private education in society, and formulated policies to support private secondary schools. For a school, the brand construction is the core of the long-term development of the school. In a highly competitive market, the brand construction of the school is directly related to the survival and future development of the school. If the brand image is of good quality, it will be easier for the school to cultivate excellent talents and improve the competitiveness of the school. In the natural and real educational environment of THE Affiliated High School of Renmin University of China, the method of action research was adopted to obtain data; Through the local survey of the people in the Affiliated High School of Renmin University of China and the interview with the principals of the leading actors, and in and out of the school issued a questionnaire about the construction of human brand, to obtain information and provide data support for the writing of the paper.

In this paper, through collecting, consulting and sorting out the research literature on school brand at home and abroad, the typical brand building theory is summarized, especially the CBBE brand value model theory, which has a scientific understanding of school brand building. Taking the Affiliated High School of Renmin University of China as the main object of this study, the development process and brand building process of the school are understood and analyzed through literature review, on-site interview and field investigation. From the perspective of brand building, this paper establishes the steps of brand building according to CBBE brand value model: the establishment of brand identity; The creation of brand connotation; The guidance of brand response; Through in-depth analysis of the logic and strategy of brand building, the step model of brand building is obtained: under the halo of the original group school, the curriculum system of "three layers and five domains" with "precision, depth and temperature" as the background color is constructed, which highlights the significance of brand recognition; Moreover, under the background of education reform, it has the courage to undertake social education responsibilities, and has established the unique brand connotation of "running a high-quality brand of ordinary high school, a high-quality brand of non-profit private schools, and a high-quality and balanced development brand of educational resources". At the same time to strengthen the construction of front-line teachers, in order to "depth, accuracy, temperature" concept of education for students of conventional management, and guide the response of the brand positive (here designed two questionnaires, writers, parents, students and the construction of faculty of school brand recognition), finally led to create the resonance of consumers of brand relationship. And extract the effective experience in brand competition: give full play to the existing advantages to create a good brand image, pay attention to the quality of daily teaching, emphasize the construction of talent team, temperature treatment of students to win the recognition of students' parents.

It is hoped that the analysis of brand construction of renren private schools can provide certain reference for decision-making of brand construction of private middle schools, and at the same time, the relevant theories and practical experience of brand construction can be sorted out, and the successful experience of brand construction of Renren private schools can be summarized to provide certain reference for strategic development and brand development of private high schools.