An overview of university brand management
Main Article Content
Abstract
Branding is a decisive factor in the development of universities in the trend of globalization and a flat world. The goal of this paper is to overview issues of university branding and university brand management related to the study "Brand management of universities in the Mekong Delta". The author uses theoretical research methods to collect, process, analyze, evaluate, generalize the system of scientific arguments in history and clearly identify gaps and new contributions to science and research practice. There are many related studies, but they mainly focus on brand management, building and developing brands for products, while branding in education is less researched. Particularly, university brand management in the Mekong Delta has not been researched. The obtained results have systematized solid scientific arguments for university brand management in the context of integration and development.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Keywords
Brand management, research overview, university
References
Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of Brand Name. New York: The Free Press.
Aaker, D. A. (1996). Building Strong Brand. New York: The Free Press.
Aaker, D. A. (1997). Building Strong Brands. New York: The Free Press.
Berry, L. L. (2000). Cultivating service brand equity. Journal of the Accademy of Marketing Science, 28(1), 128-137
Bunzel, D. L. (2007). Universities sell their brands. Journal of Product & Brand Management, 16(2), 152-153.
Chris, C. (2011). Exploring rationales for branding a university: Should we be seeking to measure branding in UK universities?. Journal of Brand Management, 18, 411-422.
Jahanzeb, S., Fatima, T., & Mohsin Butt, M. (2013). How service quality influences brand equity: The dual mediating role of perceived value and corporate credibility. International Journal of Bank Marketing, 31(2), 126-141.
Kapferer, J. N. (2008). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long-term. London: Kogan Page Publishers.
Kazimirova, N., Sinyuk, T., Abazieva, K., Panasenkova, T., & Chirskaya, M. (2022, August). University brand management as a strategy for innovative development: 037. In Dela Press Conference Series: Economics, Business and Management (No. 001, pp. 7-7).
Keller, K. L. (2003). Strategic Brand Management: Building, Measuring and Managing Brand Equity. 2nd Ed., Prentice-Hall.
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring and Managing Brand Equity (4th Edition). Pearson Publisher.
Keller, K. L., Apéria, T., & Georgson, M. (2008). Strategic Brand Management: A European Perspective. Prentice Hall Financial Times.
Kotler, P., & Armstrong, G. (2010). Principles of Marketing. 13th Ed. Upper Saddle River. NJ: Prentice Hall.
Kotler, P., Armstrong, G., Ang, S. H., Leong, S. M., Tan, C. T., & Ho-Ming, O. (2012). Principles of Marketing: An Asian Perspective. London, UK: Pearson/Prentice-Hall.
Kotler, P., Keller, K. L., Koshy, A., & Jha, M. (2013). Marketing management: A South Asian Perspectives. Pearson.
Management Association (Ed.). (2017). Advertising and Branding: Concepts, Methodologies, Tools, and Applications: Concepts, Methodologies, Tools, and Applications. IGI Global. https://books.google.com.vn/books.
Melewar, T. C., & Akel, S. (2005). The role of corporate identity in the higher education sector: A case study. Corporate communications: An international journal, 10 (1), 41-57.
Melewar, T. C., & Nguyen, B. (2015). Five areas to advance branding theory and practice. Journal of Brand Management, 21(9), 758-769.
Minh, T. T. Y., & Hương, P. T. (2017). Nhận thức của công chúng đối với thương hiệu Đại học Đà Nẵng. Lời nói đầu, 12.
Nguyễn, Q. T. (2018). Quản trị thương hiệu. Hà Nội: NXB Thống kê.
Nguyễn, T., & Nguyễn, T. M. (2015). Ảnh hưởng của quảng cáo đến hình ảnh và danh tiếng thương hiệu Trường Đại học Ngoại thương. Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh-Kinh tế và Quản trị kinh doanh,10(3), 75-84.
Nguyễn, T. S., & Nguyễn, T. P. (2014). Quảng bá thương hiệu trong lĩnh vực giáo dục đại học: Lý thuyết và mô hình nghiên cứu. Tạp chí Phát triển và Hội nhập, 15, 81-96.
Võ, T. N. T. (2016). Hình ảnh thương hiệu trường đại học trong tâm trí của người học. Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh, 11(3), 122-132.
Aaker, D. A. (1996). Building Strong Brand. New York: The Free Press.
Aaker, D. A. (1997). Building Strong Brands. New York: The Free Press.
Berry, L. L. (2000). Cultivating service brand equity. Journal of the Accademy of Marketing Science, 28(1), 128-137
Bunzel, D. L. (2007). Universities sell their brands. Journal of Product & Brand Management, 16(2), 152-153.
Chris, C. (2011). Exploring rationales for branding a university: Should we be seeking to measure branding in UK universities?. Journal of Brand Management, 18, 411-422.
Jahanzeb, S., Fatima, T., & Mohsin Butt, M. (2013). How service quality influences brand equity: The dual mediating role of perceived value and corporate credibility. International Journal of Bank Marketing, 31(2), 126-141.
Kapferer, J. N. (2008). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long-term. London: Kogan Page Publishers.
Kazimirova, N., Sinyuk, T., Abazieva, K., Panasenkova, T., & Chirskaya, M. (2022, August). University brand management as a strategy for innovative development: 037. In Dela Press Conference Series: Economics, Business and Management (No. 001, pp. 7-7).
Keller, K. L. (2003). Strategic Brand Management: Building, Measuring and Managing Brand Equity. 2nd Ed., Prentice-Hall.
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring and Managing Brand Equity (4th Edition). Pearson Publisher.
Keller, K. L., Apéria, T., & Georgson, M. (2008). Strategic Brand Management: A European Perspective. Prentice Hall Financial Times.
Kotler, P., & Armstrong, G. (2010). Principles of Marketing. 13th Ed. Upper Saddle River. NJ: Prentice Hall.
Kotler, P., Armstrong, G., Ang, S. H., Leong, S. M., Tan, C. T., & Ho-Ming, O. (2012). Principles of Marketing: An Asian Perspective. London, UK: Pearson/Prentice-Hall.
Kotler, P., Keller, K. L., Koshy, A., & Jha, M. (2013). Marketing management: A South Asian Perspectives. Pearson.
Management Association (Ed.). (2017). Advertising and Branding: Concepts, Methodologies, Tools, and Applications: Concepts, Methodologies, Tools, and Applications. IGI Global. https://books.google.com.vn/books.
Melewar, T. C., & Akel, S. (2005). The role of corporate identity in the higher education sector: A case study. Corporate communications: An international journal, 10 (1), 41-57.
Melewar, T. C., & Nguyen, B. (2015). Five areas to advance branding theory and practice. Journal of Brand Management, 21(9), 758-769.
Minh, T. T. Y., & Hương, P. T. (2017). Nhận thức của công chúng đối với thương hiệu Đại học Đà Nẵng. Lời nói đầu, 12.
Nguyễn, Q. T. (2018). Quản trị thương hiệu. Hà Nội: NXB Thống kê.
Nguyễn, T., & Nguyễn, T. M. (2015). Ảnh hưởng của quảng cáo đến hình ảnh và danh tiếng thương hiệu Trường Đại học Ngoại thương. Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh-Kinh tế và Quản trị kinh doanh,10(3), 75-84.
Nguyễn, T. S., & Nguyễn, T. P. (2014). Quảng bá thương hiệu trong lĩnh vực giáo dục đại học: Lý thuyết và mô hình nghiên cứu. Tạp chí Phát triển và Hội nhập, 15, 81-96.
Võ, T. N. T. (2016). Hình ảnh thương hiệu trường đại học trong tâm trí của người học. Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh, 11(3), 122-132.
Most read articles by the same author(s)
- Dac Nguyen Nguyen, Mong Tuyen Huynh, Learning motivation of Fine Arts students in Dong Thap University , Dong Thap University Journal of Science: Vol. 12 No. 4 (2023): Social Sciences and Humanities Issue (Vietnamese)
- Van Thong Ho, Van De Nguyen, Van Nam Thieu, Procedures of capacity training activities for teachers to run local educational contents in high school , Dong Thap University Journal of Science: Vol. 12 No. 01S (2023): Special Issue of Social Sciences and Humanities (Vietnamese)
- Viet Tuyen Nguyen, Van Thong Ho, Current educational socialization management at secondary schools in Dong Xoai City, Binh Phuoc Province , Dong Thap University Journal of Science: Vol. 12 No. 01S (2023): Special Issue of Social Sciences and Humanities (Vietnamese)
- Thi Hoa Hue Lam, Van Thong Ho, Current management status of Mathematics teaching activities in primary schools in Bao Loc city, Lam Dong province , Dong Thap University Journal of Science: Vol. 13 No. 01S (2024): Special Issue of Social Sciences and Humanities (Vietnamese)
- Van Thong Ho, Thi Nhanh Nguyen, Managing cultural behavior activities at lower secondary school in Vinh Thanh district, Can Tho city , Dong Thap University Journal of Science: Vol. 12 No. 03S (2023): Special Issue of Social Sciences and Humanities (Vietnamese)
- Van Thong Ho, Viet Thu Nguyen, Thi Bach Yen Truong, Current management of training activities for excellent students in secondary high schools in Bu Gia Map District, Binh Phuoc Province , Dong Thap University Journal of Science: Vol. 12 No. 02S (2023): Special Issue of Social Sciences and Humanities (Vietnamese)
- Tan Dat Truong, Van De Nguyen, Van Thong Ho, Thuy Nhu Phuong Tran, Faculties on activities of training highly qualified human resources: Research in the Mekong Delta , Dong Thap University Journal of Science: Vol. 13 No. 7 (2024): Social Sciences and Humanities Issue (English)
- Van Thong Ho, Thi Van Kieu Le, Dac Nguyen Nguyen, Literature review on managing cultural education activities of social media used by university students , Dong Thap University Journal of Science: Vol. 13 No. 01S (2024): Special Issue of Social Sciences and Humanities (Vietnamese)
- Thi Gia An Nguyen, Van Thong Ho, Current management of local education activities for primary school students in Dam Rong district, Lam Dong province , Dong Thap University Journal of Science: Vol. 13 No. 01S (2024): Special Issue of Social Sciences and Humanities (Vietnamese)
- Van Thong Ho, Huu Duyen Nguyen, Current management of professional team activities at middle schools in Thap Muoi district, Dong Thap province , Dong Thap University Journal of Science: Vol. 12 No. 04S (2023): Special Issue of Social Sciences and Humanities (Vietnamese)