Article: University as a brand: lessons from Vietnam's higher education branding Journal: International Journal of Management in Education (IJMIE) 2024 Vol.18 No.4 pp.337 - 354 Abstract: This research explores the landscape of higher education branding in Vietnam, investigating communication strategies and challenges faced by 30 universities. The study aims to provide a comprehensive understanding of the current state of higher education branding in Vietnam and its implications. By conducting interviews with representatives from various Vietnamese universities, the study uncovers that while some institutions have developed comprehensive brand communication plans, others struggle with fragmented approaches and a lack of a unified vision, often focusing on direct marketing for student recruitment. Resource constraints, particularly limited budgets, pose a significant hurdle, hindering comprehensive campaigns and skilled personnel recruitment. The findings emphasise the need for innovative resource allocation and a shared leadership vision. For universities and researchers, this study provides valuable insights into higher education branding dynamics, encouraging a collaborative effort to navigate complexities and contribute to the discourse on effective university branding. Inderscience Publishers - linking academia, business and industry through research

Title: University as a brand: lessons from Vietnam's higher education branding

Authors: Tuong-Minh Ly-Le; Viet Hoa Dang Thi; Mai Hoang Nguyen; Nhung Dinh-Hong; Thao Nguyen; Yen-Nhi Nguyen

Addresses: Faculty of Public Relations and Communication, Van Lang University, Ho Chi Minh City, Vietnam ' Hanoi University, Hanoi, Vietnam ' Faculty of Public Relations and Communication, Van Lang University, Ho Chi Minh City, Vietnam ' Dublin City University, Dublin, Ireland ' Hanoi University, Hanoi, Vietnam ' Hanoi University, Hanoi, Vietnam

Abstract: This research explores the landscape of higher education branding in Vietnam, investigating communication strategies and challenges faced by 30 universities. The study aims to provide a comprehensive understanding of the current state of higher education branding in Vietnam and its implications. By conducting interviews with representatives from various Vietnamese universities, the study uncovers that while some institutions have developed comprehensive brand communication plans, others struggle with fragmented approaches and a lack of a unified vision, often focusing on direct marketing for student recruitment. Resource constraints, particularly limited budgets, pose a significant hurdle, hindering comprehensive campaigns and skilled personnel recruitment. The findings emphasise the need for innovative resource allocation and a shared leadership vision. For universities and researchers, this study provides valuable insights into higher education branding dynamics, encouraging a collaborative effort to navigate complexities and contribute to the discourse on effective university branding.

Keywords: university branding; higher education marketing; brand communication; branding challenges; Vietnam.

DOI: 10.1504/IJMIE.2024.139471

International Journal of Management in Education, 2024 Vol.18 No.4, pp.337 - 354

Received: 18 Oct 2023
Accepted: 21 Jan 2024
Published online: 02 Jul 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article

Title: University as a brand: lessons from Vietnam's higher education branding

Keep up-to-date