Abstract:  Purpose/significance】This study aimed to conduct intelligence analysis based on social media comment data and explored key elements of brand value in higher education institutions to enhance brand awareness and reputation【. Method/process】The study utilized data mining methods to analyze textual data of questions, answers, and comments about Jilin University's MBA program on the Zhihu platform, including word cloud mapping, semantic network feature correlation analysis, and LDA topic model feature analysis. 【Result/conclusion】The main factors affecting users' choice of MBA schools were discovered to be exam preparation strategies and for⁃ mats, program and school choices, course content and learning requirements, project costs and investment, and school location and ca⁃ reer development. Based on these findings, corresponding countermeasures and suggestions were proposed. 【Innovation/limitation】 This study combined data mining methods with marketing theories to identify the building factors of brand values for higher education institutions, providing a research paradigm for data science. However, this study was limited to a single case, and the data sources in⁃ volved had limitations and biases that may not represent the views of the entire market.