随着20世纪末国内高等教育大规模扩招开始，我国高等教育逐步实现精英化向大众化的跨越。在这一历史性的跨越中，各类民办高等院校的兴起起到了重要的补充作用。然而，随着民办高校数量逐年攀升，竞争也日趋激烈，而“品牌”关系到高校资源吸附力和辐射影响力，是其建设核心竞争力、促进特色化发展的重要战略。E民办高校作为由社会力量与国内双一流高校共同组建的民办高校，当下正面临着如何在“转设后”提升自身品牌价值，打造差异化竞争优势，实现高质量发展的难题。本文以E民办高校为研究对象，以客观资料、数据及现有CBBE品牌相关理论为现实依据，采用访谈调查和问卷调查，对E民办高校发展现状和品牌建设现状进行诊断分析。在访谈调查中，随机选取了42位访谈对象，包含学校管理层、教职员工及学生等主体；在问卷调查中，总计发放1800份问卷，回收1703份，其中有效样本1614份。通过调查研究发现：E民办高校在品牌显著度、品牌功效、品牌形象、品牌判断、品牌感觉和品牌共鸣的感知均处于中等偏上水平，但也存在与母体高校关联太强，品牌理念识别度较低，省外品牌知名度不高，品牌宣传渠道单一、营销内容和营销策略有待提升、品牌定位缺乏差异化等问题，同时在教学质量/师资队伍建设、老校区教学设施和校园环境、食宿环境等配套设施上还需要加强。此外，E民办高校的品牌共鸣在不同年级、不同学院学生群体以及不同职称的教师群体中表现出较明显的差异。针对以上问题，笔者根据CBBE“品牌金字塔”的六个模块以及战略品牌管理流程理论框架，在品牌识别、品牌内涵、品牌反应、品牌关系四个方面提出品牌提升策略：1）在品牌识别维度上，拟定具有传承和发展意义的新校名；有针对性地提升省外以及行业的品牌显著度，打造产教联合品牌。2）在品牌内涵维度上，建议围绕理工科专业特色，确定清晰独特的品牌定位；塑造统一和明确的品牌形象；优化品牌宣传与营销策略。3）在品牌反应维度上，在办学软硬件设施上加大投入，稳步提升人才培养质量；改善师生学习、工作和生活的感知体验；并建立品牌评估与维护的长效管理机制。4）在品牌关系维度上，提升师生校园归属感；通过“爱校教育”提升品牌忠诚度；重视校友工作，共创品牌价值。最后，对本文研究成果进行了总结，期望有助于E民办高校品牌资产的建设和品牌价值的提升，打造差异化优势，促进高质量可持续发展。同时也期望为其他民办学校和独立学院转设后的发展定位与发展路径提供参考。

As the large-scale enrollment expansion of domestic higher education began at the end of the 20th century, our country has gradually realized a leap from elite higher education to the popularized higher education, in which an important complementary role is played by the rise of various private colleges and universities. While with the growth of the number of private colleges and universities year by year, it has promoted the increasingly fierce competition. Having closely connected with the resource attraction and radiation influence of colleges and universities, "brand" is a significant strategy to help them build core competitiveness and promote the characteristic development. E private college jointly established by social forces and domestic top double first-class university also faces some problems that need to be urgently solved, such as how to enhance its brand value, create a differentiated competitive advantage, and achieve high -quality development.In this thesis, E private college is taken as the research object, the objective materials, data and existing CBBE brand-related theories are taken as the practical basis to make the diagnosis and analysis of the development status and brand construction status of E private college.In the interview survey,42 interviewees were randomly selected, including school executives, staff, students. In the questionnaire survey, a total of 1800 questionnaires were issued and 1703 were returned, among which 1614 were valid samples. In accordance with the investigation of interviews and questionnaires, E private college is found to have relatively good brand salience, brand performance, brand imagery, consumer judgments, consumer feelings, and brand resonance. However, some problems are also found to exist, such as the excessively strong connection between the parent college, the low recognition of brand concept, the low brand awareness outside the province, the single brand promotion channel, the necessity to enhance marketing content and marketing strategy, the lack of differentiation in brand positioning and so on. Meanwhile, the strength on software supporting facilities should be conducted, such as teaching quality/teacher team construction, teaching facilities and campus environment in the old campus, accommodation environment and services. What's more, the obvious differences of the brand resonance of E private college are shown in terms of different grades, student groups in different colleges and teacher groups with different professional titles. Considering the above problems, the brand promotion strategies are proposed in four dimensions of brand identity, brand meaning, brand responses and brand relationships in line with the six modules of CBBE "brand pyramid" and the theoretical framework of strategic brand management process: 1) In the dimension of brand identity, the formulation of the new school name with inheritance and development significance should be done; the brand prominence outside the province and in the industry should be pertinently promoted. 2) In the dimension of brand meaning, a clear and unique brand positioning is suggested to be determined; a unified and clear brand image should be created; the brand publicity and marketing strategies should be optimized. 3) In the dimension of brand responses, the investment in school running software and hardware facilities should be increased to steadily enhance the quality of talent training and comprehensive strength of school running; teachers and students' perception of learning, work and life should be improved; a long-term management mechanism for brand evaluation and maintenance should also be set up. 4) In the dimension of brand relationships, the sense of belonging of teachers and students on campus should be strengthened; the brand loyalty should be enhanced through the "education of loving school"; the alumni work should be focused on and the brand value should be created together.Finally, the summary of the research results of this thesis is conducted, hoping to facilitate the construction of brand assets and the promotion of brand value of E private college, build the differentiation advantages, and promote the sustainable development with high quality. Meanwhile, the reference can be provided for the development orientation and path of other private schools and independent colleges after their transformation.