学校品牌是一所学校经过长期的教育教学实践积淀下来的为社会各界和广大师生广泛认可的无形资产,往往具有难于替代的号召力和影响力。越来越多的学校重视学校品牌建设,但在学校品牌建设中又往往让学校面临选择的困惑。因为学校品牌往往是教育教学多种要素的优化组合并发挥高效能的无形的聚合体。何为重点和特色,有的不知从何入手。是挖潜文化底蕴,还是锤炼办学理念?是强化学校管理,还是提升办学质量?是构建良好的校风校貌,还是追求良 School brand is a kind of intangible assets widely accredited by all walks of life and students and teachers after long-term education and teaching practice in a school. It often has the appeal and influence that are difficult to replace. More and more schools attach importance to the construction of the school brand, but in the construction of the school brand, they often confuse the school with the choices. Because the school brand is often the optimal combination of many elements of education and teaching and play a high performance invisible polymer. What is the focus and characteristics, and some do not know where to start. Is to tap the potential cultural heritage, or temper the concept of running a school? Is to strengthen the school management, or to enhance the quality of school? Is to build a good school style, or the pursuit of good