On the afternoon of September 21, Renmin University School of Continuing Education held the first session of the Faculty Training Program for the 2023-2024 academic year in Room 801, Block C of Huixian Building. Han Xiaoning, the dean and deputy secretary of the party committee of the school, delivered a special lecture on “Brand Building and Continuing Education Development”. All faculty and staff of the school attended the training.

Han Xiaoning conducted the course by covering three aspects: policy background, basic theories and concepts of brand building, and practical points of brand construction.

In terms of policy background, Han Xiaoning pointed out that the school attaches great importance to brand building. “Brand” has been mentioned for nine times in the document “Opinions on Further Enhancing the Normative Management and High-Quality Development of Continuing Education in the New Era at Renmin University of China”. In the overall requirements for the continuing education work, the university explicitly demanded to create a brand that is “high-quality, high-level, high-end” and “dignified, prestigious, influential, and with a broad scope” for Renmin University School of Continuing Education. Under these overall requirements, the university advanced 5 specific demands including making the quality of continuing education consist with the reputation of the Renmin brand, creating a leading brand, integrating promotion platforms, building digital platforms, and creating a favorable environment.

Regarding the basic theories and concepts of brand building, Han Xiaoning shared experiences from sister institutions in brand building and systematically elaborated on basic theories and management concepts, including the intension and origin of brand building, brand positioning and dissemination, brand elements and structure, brand extension and reinforcement in combination with abundant brand cases from different organizations.

Concerning the practical points of brand construction, Han Xiaoning provided a detailed introduction to brand-related content in six aspects: brand planning, promotional materials, relationship maintenance, contact pointmanagement, assessment of the feedback promotion effectiveness, and other unconventional work. At the same time, he emphasized that brand building is not the responsibility of a specific department but a collective effort involving every member and department. Everyone should have brand awareness and contribute to the overall brand building of continuing education.

Through this special training, all faculty and staff of the school gained a detailed understanding of the theoretical knowledge and practical system of brand building, reinforcing their awareness of brand construction. which is beneficial for better promoting the high-quality development of continuing education work.