University as a brand: Lessons from Vietnam's higher education branding (original) (raw)

International Journal of Management in Education, 2024

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.

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