IMPACT OF BRAND IDENTITY COMPONENTS ON UNIVERSITY BRAND IMAGE IN HO CHI MINH CITY

Abstract

We all see that newly established schools, the building of identity and brand image becomes more urgent and needs more attention than schools that have existed for many years. However, the Hutech University established in 1995, there are certain changes that need to be repositioned with the brand image. Therefore, the selection of schools for this case study becomes more meaningful. The research results show that the factors constituting the brand identity that affect the brand image of Hutech University from high to low are: Brand relevance (BRL) β= 0.357; Teaching staff (TS) β=0.287; Brand reputation (BRP) β= 0.200; Brand personality (BPS) β=0.182; Brand relations (BRT) β=0.073; Brand performance (BPF) β= 0.044; and Education Facilities (EF) β= 0.039.