University brand name management in Vietnam context: from brand identity viewpoint

Abstract

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.