The brand building of private education has always received the wide attention from Chinese private educators，whose characteristics of intangible assets has always been the most valuable，reliable，and competitive advantage in the information society. The traditional school differences is gradually being replaced by the differences of its private education brand. The development of private education cannot be achieved without brand awareness，effective brand building，planning and operation. The private educational institutions have paid much more attention to their brand building. To better serve local economy and the development of private education and enhance school-running effectiveness，private educational institutions should pay more attention to brand building，place much stress on the public opinion guiding of private educational institutions through internet thinking and strengthen the social influence and comprehensive competitiveness of private education.