Building Brand for Universities in Vietnam in the context of international economic integration

Building Brand for Universities in Vietnam in the context of international economic integration Mai Trong Nhuan, Prof, PhD Phung Xuan Nha, Associate Prof, PhD Pham Hong Tung, Associate

Building Brand for Universities in Vietnam

in the context of international economic integration

Mai Trong Nhuan, Prof, PhD Phung Xuan Nha, Associate Prof, PhD Pham Hong Tung, Associate Prof, PhD Tran Viet Dung , MBA

VIETNAM NATIONAL UNIVERSITY, HANOI

Nhatrang 10-11/8/2009

Main content

2 Brand for Universities

3 Brand Structures – Experiences from international

Universities and VNU

4 Brand Strategy for Universities

6 Criteria to evaluate the university’s brand

7 Difficulties and Threats in building and developing

university’s brand

8 Solutions to build university’s brand

Brand for Business

Concepts

According to American Marketing Association:

Brand is a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers

According to Patricia F Nicolino:

Brand is a identifiable entity that create specific promises about VALUE

Importance and Roles of Brand

For Customers:

• Specify the origin (of the products or services)

• Place the responsibility for the producers

• Decrease risks in consuming

• Save the cost in finding (good products, services)

• Express Personal Value

• Be assured of the good or service’s QUALITY

Importance and Roles of Brand

• Affirm the QUALITY

• Set the organization’s image into customers’ mind

• Being a competitive advantage

• Being source for profit making

Brand- Identified Process

Experiencing the Quality

Brand Loyalty

Brand- Structure

 ONE Brand model

 Many CHILDREN Brands

in ONE MOTHER Brand model

 FAMILY Brand model

Why do Universities need Brand?

 Some suspicion about Brand for Universities: “Commercializing the Education?”,

“Make Universities to turn into Businesses in the market?”

 Knowledge - Based Economy and International Competitive Environment in

Education and Technology

– Competitive to have more resources for development

– Competitive to create more high-tech products

– Competitive to “consume” the “products” in the best way

– Competitive to have a best position in the international education and

technology system

– …

Therefore, brand strategy is very necessary for a university to build and preserve its reputation, to enhance its competitive capability, and to strengthen its development

Brand is an important property that need to be managed and developed

University Brand - Concept

Foundation for a university’s brand strategy

Foundation for criteria that managing and exploiting the university brand

Training Quality

Quality of scientific technological activities

Quality of scientific technological activities

Tradition, History

High Quality Educational Products

High Quality Educational Products

High Quality Scientific Products

High Quality Scientific Products

Capability

High Competitive

Capability

• For management organizations, sponsors….

• For the USERS of “educational and scientific products”

• For the university itself

International experiences

(identify university brand)

Brand of Australia National University is displayed in many instruments, from the sign of the university to the cups, pens, uniforms and etc…

INTERNATIONAL EXPERIENCE Brand Structure HAVARD UNIVERSITY

(Family structure and each child’s brand exist quite independently)

BRAND STRUCTURE

VIETNAM NATIONAL UNIVERSITY, HANOI

1st choice: Family structure and

each child’s brand exist quite independently

Other directed under Faculties, Centers and

Institutes

VNU currently has

31 directly under units, this picture is only the example of the university’s brand structure

BRAND STRUCTURE

VIETNAM NATIONAL UNIVERSITY, HANOI

VNU Brand is the basic for other brands

Other Faculties, Centers and Institutes

Managing Multi-brand VNU

• Creating strong, effective brands

• Allocating resources appropriately in building brand for different universities

• Enhancing VNU’s Brand Value and brand of its Colleges, Institutes and Centers

• Creating resources for the development in the future

University Brand Strategy- Objectives

• Building and Preserving its Reputation

• Enhance its competitive capability

• Strengthen its development sustainable

University Brand Strategy-

main contents

• Determine Brand Structure

• Create Reputation and Prestige

• Commit the Quality and Standards

• Attract and diversify developing resources

• Attract Talent

• Create logo, slogan, symbol etc……

• Develop alumni, sponsor network etc…

• Build and develop community culture

• Have Brand’s developing regulations

• Have image developing policy

Managing University Brand

Long-term Strategy, honest, consistence

Educational/

Scientific Products

Marketing/

Identification Students

Criteria to evaluate University Brand

• Criteria about leading and innovating ability

• Criteria about training quality

• Criteria about scientific research quality

• Criteria about service quality

• Criteria about educational programs and lecturers

• Criteria about brand communication activities

• Criteria about the Public Awareness of the University

brand

Difficulties and Challenges in building and developing university brand

• Awareness about the importance of building university brand

• Developing level of university education locally and

Solution to build university brand

• Solutions about organisation, structure

• Solutions about psychology

• Solutions about managing and sharing resources

• Solutions about organizing scientific tecnological

activities

• Solutions about organizing educational activities

• Solutions about advertising and preserving IMAGE

• Other special solutions

Conclusion

• In competitive environment, Enterprises and Universities both need a brand strategy – Brand strategy is a part of developing strategy

• University Brand expresses Reputation and Competitive Capability

(Value of a university is considered by training, research and service quality…)

• Each university should develop its own brand strategy and brand management method

• VNU is a multi-discipline, multi-field university , it should choose a effective multi-brand managing method

• Mother-Children Structure need a solidarity (not homogeneity) to create common reputation and synergy

07/08/24 MBA Trần Việt Dũng 25

THANK FOR YOUR ATTENTION!