Impact of brand building activities to the image perception in university education : Case of IU-VNU, HCMC

Abstract

The purpose of this thesis is to study the brand of International University- Vietnam National University (VNU), Hochiminh City and the impact of its brand building activities to the image perception of International University. The research finds out that current brand awareness of International University (IU) is low, IU would like to perform in high level in responders’ mind, and however, the response from potential students is not positive. In addition, the research also find that IU’s brand positioning has not yet defined although IU’s implement has 7Ps, it is not yet integrated to create an efficiency brand implement. From the main findings, try to find out the reasons why the brand awareness of International University is not perceived as expected while International University has many advantages than other private international universities. Finally the research make some recommendations for better branding strategy to improve International University’s brand such as creating brand positioning map and brand positioning statement, creating another name to be more specific with the orientation of IU, consistent in color and message in the way transfer to potential students, and opening some exhibit to show achievement of IU’s students with outside people.