• Ai Tran Huu Van Hien University, Ho Chi Minh City
  • Nguyên Le Thi Minh HUTECH University, Ho Chí Minh City
Keywords: brand identity, brand image, brand positioning, HUTECH University


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, HUTECH University established in 1995, has undergone certain changes that require repositioning with the brand image. Therefore, the choice of educational institutions for this case study becomes more significant. The results of the study show that the factors that make up brand identity, which 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 Relationship (BRT) β=0.073; Brand Performance (BPF) β= 0.044; and Educational Opportunity (EF) β= 0.039.


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Author Biographies

Ai Tran Huu, Van Hien University, Ho Chi Minh City

Ph.D.  Lecturer of Faculty of Economics, Van Hien University, Ho Chi Minh City, Vietnam

Research interests – markets agricultural products, SMEs functioning and government support, Organic food markets, ecological economics, environmental issues of economic development, and corporate social responsibility.

Published more than 90 papers in international journals, member of the editorial board of international journals.

Nguyên Le Thi Minh, HUTECH University, Ho Chí Minh City

MBA, lecturer of Faculty of Economics, HUTECH University, Ho Chí Minh City, Vietnam Research interests– markets of agicultural products, SMEs functioning and government support, organic food markets, ecological economics.

Published more than 30 papers in international journals.


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How to Cite
Huu, A., & Minh, N. (2022). IMPACT OF BRAND IDENTITY COMPONENTS ON UNIVERSITY BRAND IMAGEIN HO CHI MINH CITY. The EUrASEANs: Journal on Global Socio-Economic Dynamics, (4(35), 92-105. Retrieved from

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