Reconstruction of Brand Image Theory in Education Management: Conceptual Study, Technology, and Transformation Direction

Abstract

This article presents a conceptual study on the reconstruction of brand image theory in the context of primary education management, as a strategic response to the growing need for adaptive, sustainable, and value-based institutional image development. The core issue addressed is the limitation of conventional brand image approaches, which are not fully aligned with the characteristics of non-profit institutions such as elementary schools. Using a systematic literature analysis approach, this study identifies that the development of an educational brand image must integrate institutional internal values, optimize digital communication strategies, and actively involve the community in the co-creation process. The result is a conceptual model of brand image for primary schools based on three pillars: internal value integration, digital-affective communication, and community co-creation, which synergistically support the formation of an authentic and trustworthy institutional identity. This article contributes to the formulation of a new theoretical framework that not only expands the scope of brand image theory from business to education but also opens strategic opportunities in managing school reputation in the era of digital transformation. The theoretical and practical implications of this study provide directions for future research and the development of policy based on institutional branding.