| Summary: | 碩士 === 國立暨南國際大學 === 教育政策與行政研究所 === 91 === The purpose of this study is to explore the brand management of senior high schools which include the brand position, management methods, brand equity and so on. According to literature review I made a questionnaire to investigate principles, other school staffs, and teachers of senior high school in Taiwan.
These conclusions are following:
1. The famous senior high school brands are first choice in sample.
2. Building school brand is related with the factors of student affairs.
3. To conduct brand management in senior high school is high possible and necessary. There are also some different opinions among the different background staffs.
4. The major brand management methods in senior high schools are to improve the quality of teachers, students, and school administration.
5. The highest perception part in brand equity is the brand loyalty, and there are different opinions among the different school background staffs.
6. All of the senior high school brand equity perception parts are related with background variables.
In the other hand, the study also provides some suggestions as fallows：
1.Suggestions for educational administrators.
（1） To provide necessary support for the schools which have lower perceptions in brand equity.
（2） To increase the professional study cannels and on-job training opportunities.
（3） To make plans to conduct brand management in senior high schools, and make rules to reward the schools have excellent performance in brand management.
（4） To check the directions of reform policies on senior high schools.
（5） To apply the senior high school brand equity perceptivity scales to check the performance of brand management.
2.Suggestions for senior high school staffs.
（1） To raise student’s performances in order to build good school brand.
（2） To establish the senior high school-based brand strategies and models.
（3） To make some promoting and conduct plans to raise school brand awareness.
3.Suggestions for future researchers.
（1） To set up the theoretical model of senior high school brand management.
（2） To enlarge the samples.
（3） To verify the scale and discuss brand management in other school category.
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