An Analysis of the Impact of Alumni Activities and Branding Associations on Branding in Chinese Universities 

Chen Wu Corresponding author Huam Hon Tat 

Infrastructure University Kuala Lumpur, Malaysia, 43000； 

Abstract: This article focuses on the key role of alumni activities in shaping university brands. Alumni activities strengthen connections between alumni through various forms, enhance their sense of identity with their alma mater, and become an important force in university brand communication. These activities not only enhance the cohesion of alumni, but also promote resource sharing and emotional communication between alumni and their alma mater. The strong sense of identification of alumni with their alma mater helps to spread the brand image and values of the alma mater, and establish a good social image for the university. Alumni activities are an indispensable part of university branding and have significant implications for enhancing the overallstrength and attractiveness of the university. 

Keywords: Alumni activities; University brand building; Alumni cohesion; Sense of identification with the alma mater 

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