Research on Brand Construction of Newly Established Local Undergraduate Universities from the Perspective of Cultural Soft-Power: A Case Study of Chengdu Technological University

Long Yan

doi:10.6918/IJOSSER.202505_8(5).0026

Authors

Long Yan

DOI:

https://doi.org/10.6918/IJOSSER.202505_8(5).0026

Keywords:

Cultural soft power, University brand building, Local undergraduate institutions.

Abstract

From the perspective of cultural soft power, this paper takes Chengdu Technological University as a case study to explore the pathways and strategies for brand building among newly established local undergraduate institutions. The research demonstrates that cultural soft power acts as a pivotal factor enabling universities to transcend homogenized competition and achieve distinctive development. Its essence lies in four key dimensions: historical and cultural heritage, regional culture, spiritual symbolism, and international communication capabilities. By systematically exploring, innovatively integrating, and strategically communicating these elements, universities can transform their cultural resources into unique brand symbols, thereby enhancing their social influence and core competitiveness. This paper proposes a brand-building framework of "value extraction， scene activation and collaborative communication," providing actionable practice guidelines for similar institutions while fostering the synergistic development of local economy and culture.

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References

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