中文摘要：

品牌不仅是现代经济社会竞争的焦点,也是高职院校凝聚力量获得可持续发展的宝贵财富。要客观评价高职院校品牌建设情况须构建科学成熟的评价体系。本文基于Aaker概念模型（品牌知名度、认知度、美誉度、忠诚度、联想度）创建了高职院校品牌评价体系,制作对应问卷,运用SPASS20.00检验问卷信度、效度,并借助结构化方程验证了假设模型的可行性。结果显示：当下高职院校在人才培养模式、省级以上特色专业等品牌知名度因素,学校实训场所、校园环境等品牌认知度因素,就业率等品牌美誉度因素,校企深度融合、附属机构数量等品牌联想度因素的影响尚不突出,这为后期的高职院校品牌建设指明了方向,也为构建高职品牌评价指标体系奠定了数据基础。

英文摘要：

Brand is not only the competitive focus of modern economic society,but also the precious wealth for higher vocational institutes gaining sustainable development. It is necessary to construct a scientific and mature evaluation system so as to carry out an objective evaluation on the brand construction. In this paper,a brand evaluation system is established based on Aaker five-star model（ brand awareness,brand cognition,brand reputation,brand loyalty,and brand association）. It designs a questionnaire,tests the reliability and validity through SPSS 20. 0,then verifies the model feasibility by using SEM. The results show that some factors including the brand awareness of talent training mode and characteristic subjects,the brand quality of practice training place and campus environment,brand reputation of employment rate,brand association of school-enterprise deep integration and the numbers of subsidiary bodies are less prominent,which point out the direction for future brand construction and lay the foundation for the construction of brand evaluation index system.