The gap between brand identify and perceived brand image : The case of Vietnam National University - Ho Chi Minh City

Abstract

This study aims to define whether there is a possible gap between brand identity and brand image of VNU-HCM. By calculating the level of alignment between brand image with brand identity in terms of six dimensions: brand physique, brand reputation, brand relevance, brand personality, brand performance, brand relationship, it is revealed that the gap exists. The study applies the descriptive research methodology with quantitative approach. The gap between brand identity and brand image then is described by visualized mapping. The empirical findings of this study indicated that there are dimensions that VNU-HCM should continue to maintain or develop as well as there are dimensions that the brand should focus to narrow the gap. Keywords: brand identity, brand image, brand reputation, brand physique, brand relevance, brand personality, brand performance, brand relationship