A comparable study of university branding in HoChiMinh city
Abstract
Nowadays, university branding becomes more popular, branding is very important to attract students and give students reason to choose the suitable university. Moreover, there are more and more new established universities, a suitable strategy is necessary for brand of universities.
The purpose of this thesis is to find out the differences in terms of perception, branding exercises between foreign university and public university in Ho Chi Minh City, Vietnam and then supporting the Vietnamese university with an appropriate strategy to expand university branding of Vietnam. Some theories involved in brand, branding, university branding, especially brand identity approach with four components: corporate identity, organizational identity, image and reputation were used in this research. In addition, multiple case studies are used and sources of information come from in depth interview of administrators and focus group of students of two universities. Two strategies of data analysis are within-case analysis and cross-case analysis for multiple case study research that are also applied in this study. From the main findings, try to figure out the differences between foreign university and public university in HCM City and the reason why there are differences in perception about role of stakeholder, branding exercises and activities of students of administrators of universities. Finally, the research makes some recommendations for public university to build branding strategy such as
perception about role of stakeholder, branding exercises and activities of students.