Open AccessUniversity brand name management in Vietnam context: from brand identity viewpoint
Author(s) -
Khoa T. Tran
Publication year - 2013
Publication title -
khoa học công nghệ
Language(s) - English
Resource type - Journals
ISSN - 1859-0128
DOI - 10.32508/stdj.v16i2.1485
Subject(s) - vietnamese , context (archaeology) , brand identity , identity (music) , brand management , brand image , corporate branding , perception , public relations , employer branding , dissemination , sociology , advertising , business , political science , marketing , psychology , geography , product management , philosophy , linguistics , physics , archaeology , neuroscience , acoustics , law , new product development
This study employs qualitative multiple-case study approach to explore the perceptions of university branding and brand managing in Vietnamese universities. The finding shows that three studied universities are applying brand identity approach (Hatch and Schultz, 1997). Among internal stakeholders, students, faculties and alumni play important roles as university administrators in communicating and disseminating university’s image to external stakeholders. In the Vietnamese context, universities are, seemingly, branding by building relationships with some stakeholders rather than by advertising on media.