成功的企業品牌能為企業帶來產值；優質的學校品牌有助於學校物質資源競爭與人力資源競爭。本文從企業品牌的演進發展，進一步探究出學校品牌的創造與管理原則。由文獻歸納分析發現：
一、學校品牌建立的要素：包括學校願景與目標、學校組織架構、學校組織成員、學校資源、學校行銷策略四個層面。二、學校品牌建構原則：包括教育品質是品牌核心價值、優質學校識別形象的設計以及建立系統、正向、清晰的學校品牌形象三個原則。三、學校品牌的行銷管理因素：包括學校品牌環境的分析因素、學校品牌策略的選擇、學校品牌文化的塑造、學校品牌形象設計、學校品牌權益的維護、學校品牌形象的行銷、學校品牌發展的檢視、學校品牌價值的精進等八個驅動因素。

A successful enterprise’s brand brings about the production value for the enterprise.An Excellent school’s brand is helpful for the competition for material resources and human resources. The article explores the principles of the building and management of school’s brand from the advance of enterprise’s brand. The results from the analysis of
literature are as follows:1. The components of the building of school’s brand: the goals of school vision, the structure of school organization, the faculty of school and the strategies of marketing.2. The principals of the construction of school’s brand: educational quality is the core
value of brand, excellent design of school identification image, and building systematic,positive and clear image of school’s brand.
3. The factors of marketing management of school’s brand: the analytic factors of school’s brand environment, the choice of the school’s brand strategies, the cultivation of the school’s brand culture, the design of school’s brand image, protection rights of school’s brand image, the marketing of school’s brand, the examination of the development of school’s brand, the raising of the value of school’s brand.