PREAMBLE

Scope of study: The study is carried out in the field of higher education, of
which typical research is conducted at the National Economics University. Data for

a. Reasons for choosing the topic

the study base were gathered in the period from 2013 – 2017. The survey was

Brand identity are created by businesses, while brand image is perceived by

conducted from July 15th, 2017 to October 10th, 2017.

customers. A brand is only strong when the brand identity approach or even coincide
with the brand image. In practice, however, there is always a gap between the brand
identity and brand image. Therefore, the important task of brand managers is to
prioritize identification and measurement, so that measures can be taken to narrow
such gap.

d. New contributions of the thesis
The thesis systematically re-rebuilds typical models of brand identity and
outlines limitations of such models.
Several previous studies, when determining the gap between brand identity and

Despite the increasing importance, specific empirical research related to
branding in higher education is relatively scarce. As a result, the research of higher
education branding, in particular the relationship between brand image and brand
identity becomes increasingly necessary.

brand image, often rely on qualitative research, while this study uses quantitative
methods to quantify those factors.


On the other hand, Kapferer's brand identity prism model, rarely applied in the
service industry but in this study, shows that if there is a reasonable adjustment, this
model is fully applicable in the service industry, particularly in higher education.
In particular, the higher education sector in Vietnam has a diversity of subjects
and forms of training, so with the study of the perception of different learners on the
brand of the University of Economics Nationally, the thesis has helped administrators

c. Object and scope of study

to come up with solutions to suit each of them.

Object of study: The object of study of the thesis is the relationship between
brand identity and brand image.
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Brand identity may be influenced by different notions (Balmer and Thompson,

e. Structure of the thesis
The thesis consists of four chapters which are structured as follows:
Chapter 1: Theoretical basis of and research overview

2009). The importance of brand identity is also mentioned by many researchers.
However, the environment is increasingly dynamic and the market often
happens with sudden changes and unpredictable developments. Such challenges open

Chapter 2: Research methods

category of organizational brand is very important. The organizational brand will
help enterprises provide a clear image, and personalize the values of such
organizations (De Chernatony&McDonald, 2005).
In this study, the brand term is associated with the category of organizational
brand.

then there have been many discussions about its definition and models (Janonis et al.,
2007). The thesis systematizes a number of typical models of brand identity and
points out the basic limitations of these models as follows:
Limitation 1: Most models have not been tested empirically, leading to
difficulties in checking the actual meaning of the factors that constitute these models.
Limitation 2: There is very little research focused on measuring brand identity
Limitation 3: Current models of brand identity mostly come from a commodity
point of view, leaving room for application in service context.
Limitation 4: Researching brand identity depends very much on the views of

1.1.2. Brand identity

managers, while there are few studies standing on the perspective of consumers.

Brand identity originating from the company itself are important factors to
distinguish such company from its competitors. Several researchers identify brand
identity as an emotional structure and originating from brand managers.
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1.1.3. Brand image
If brand identity are considered as a message originating from the enterprise,
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building and developing their brands.
A higher education platform is no longer solely for a "quintessential" part but

The study has made several judgments on the relationship between brand
identity and brand image by some authors, such as Davies (2002), Nandan, (2005),
Vytautas et al. (2007); and re-enumerate the perspectives that previous studies have

has become a mass one. With such a change, learners have more ways to get a college
degree, such as regular training, in-service training, and even distance learning.
1.2.4. Introducing the research context

addressed the relationship between brand identity and brand image.
The thesis also mentions the study by Roy and Banerjee (2014). The authors

 Introduction to National Economics University

analyzed Kapferer's brand identity lens (2008) and proposed a method to narrow

On January 25th, 1956, the Prime Minister issued Decree No.678/TTg on

down the gap between brand identity and brand image. To create the minimum gap

theestablishment of the Central Financial and Economic School (now the National

between brand identity and brand image, integration must be done in Kapferer lens,

Economics University). Over 60 years of existence and development, the University

between six aspects, from sender and receiver.


consist of six dimensions: physique, personality, culture, relationship, reflection, and
self-image. On the right is brand image which is perceived by and imprinted in the
minds of customers. Any difference between brand identity and image will be

Many public universities in Vietnam still have the concept of "natural scent of
incense", without much attention to brand issues. Therefore, the selection of the

considered as the information gap (the gap between brand identity and brand image),
and that is the same concept that forms the theoretical basis for the study.

National Economics University, a public university, with more than 60 years
existence as typical a subject of study is perfectly reasonable in this situation.
When the Government introduced regulations on autonomy of public service

ORGANIZATION

CUSTOMER

Physique

Physique

Relationship

Relationship

units, many universities were no longer supported with tuition fees. The loss of
tuition advantages has forced them to pay more attention to the branding work. The
National Economics University is one of the first public universities to implement

To be able to provide a suitable research model to measure the gap between
brand identity and brand image, the author derives the thesis from the model of
defining brand identity.

Figure 1.12: Model of researching the gap between brand identity
and brand image

To discuss a possible gap in the thesis and how to shorten such gap, thereby,
strengthening the relationship between brand identity and brand image, Kapferer's

Source: Author's synthesis
Based on the model, the following hypotheses are given:

theory on band lens (2008) will be applied.
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H1: There exists a significant gap between brand identity and brand image of
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number. The sample size for alumni and students is 900, of which 799 notes of

the National Economics University.
H2: The feeling of staff and lecturers of the National Economics University
culture will affect their perception of other factors that make up the brand identity of
the University.

questionnaires have been collected, accounting for 88.8%.
2.2. Methods of data collection and analysis
2.2.1. Methods of data collection

CHAPTER 2
The thesis also explains how to combine two independent samples into a single

RESEARCH METHODS
2.1. Process of building and processing questionnaires and scales
This section introduces the process of developing and processing
questionnaires and the scales in use and research sample.
Research sample: For the University's lecturers, the study is directed to an
expanded group of key officials and lecturers (those who have doctoral and higher
degrees and those who hold management position). For alumni, students and learners,
the study is directed to alumni and current students at the University (regular training,
in-service training, or transitional training, etc), post graduate students, and doctorate
researchers. The sample size used for key officials and lecturers is 350, of which 191
notes of questionnaires have been collected, accounting for 54.6% of the expected
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one to have a data base to analyze observed variables and statistical relationships and
define concept variables, thereby to provide a way to examine whether there is a gap
between brand identity and brand image.
The thesis uses SEM model with AMOS software to identify conceptual
variables of level 1 and level 2 with tests on the suitability of the model and
Bootstrap test for the analysis model. On that basis, it is used to verify differences
between target groups (lecturers and students) as well as using regression models on
SEM to answer the research questions.
Conclusion of Chapter 2
Chapter 2 has presented research methods including steps: Research design;
process of building and processing questionnaires and scales; introduction of research
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The results in this step show that the total correlation coefficients of the

• For alumni and student survey samples: With 799 respondents and a range
of score from 1 to 5, the assessment of alumni and students about the factors
that make up the brand image of the University ranged from 3.389 to 4.272.

observed variables in the scales are greater than 0.4, and the scale used for variables
studying factors F - "physiques", R - "relationship", RC - "reflection", SI - "self
image", P - "personality" is reasonable. All observed variables are accepted and will
be used in analysis of the next factor.

• For key staff and lecturer extended survey sample: With 191 respondents,
the assessment scores for components ranged from 3.450262 to 4.455497

3.2.3. Results of analysis and verification of research hypotheses
- The results of analysis of CFA scale for building brand identity and

3.2. Analysis results

brand image show that a number of indicators reflect the relevance of the model,

3.2.1. Analysis of discovery factors

however, GFI index = 0.881
between brand identity and brand image (coefficient -0.416 implies lower brand
image than brand identity)
+ Index of brand identity and brand image in traditional cultural group is
lower than that of modern culture group (coefficient -0.594)
In addition, the thesis also verifies the role of component factors to concept
variables (latent variables) as brand identity and brand image, and has come to the
conclusion as follows:
+ RC factor plays the biggest role in forming the concept of brand identity and
brand image.
+ Physiques (F) contribute to the potential variables of brand identity and
brand image.

Figure 3.3: Standard SEM model results
+ Personality (P) contributes to a positive direction to potential variables of

Source: Author's research

brand identity and brand image.

Figure 3.3 results show that the model is consistent with the data collected.

+ Reflection (RC) contributes to the positive and the largest (because the

Specifically, a number of indicators are as follows: Chi-square = 11056,648 (p =

standardized coefficient is 1.354) to the potential variables of brand identity and

0,000); Chi-square/df = 3.37
Auditing with Bootstrap, N = 1000, shows that most indicators CR> 1.96, so
the estimates in the model for the lecturer group independently will be unreliable (see
Appendix 7.2 for details). This can also be explained by the limited samples of this
group.
The following model will help to consider the gap between brand identity and
brand image more intuitively.

The results of the test below show that there are statistically significant

Figure 3.8: Gap between brand identity and brand image

differences between the two groups of students and lecturers, in other words, there
are different impacts from variables to variables "brand" between student group and
lecturer group.
Table 3.13: Differences between the two study samples
Parameter

SE SE-SE Mean Bias

A-B

.117 .004

.000

SE-Bias

-.010 .005
Source: Author's research


identity and brand image in the context of higher education in Vietnam, particularly

to know what factors need to be considered to build a strong brand of the National

at the National Economics University show that, after adjusting, all scales gain

University.

reliability.

Conclusion of Chapter 3

The meaning of the above results

Chapter 3 has produced the research results to prove the hypotheses given in

In terms of research methods, this study contributes to the specialization of the

Chapter 2. Through determining the role of each factor in the formation of brand

scale of characterization and brand image in higher education in a transitional

identity and brand image, the thesis has shown that: Between brand identity and

economy of Vietnam.

brand image, there exists a significant gap, and cultural variable plays an important
role, affecting this gap. The author also gives a visual model of the gap between
brand identity and brand image to help readers have a clear view of this gap, from
which, determine what factors to be taken into consideration to shorten the gap


In this study, the author uses the brand identity model of Kapferer, saying that
brand identity are constituted by 6 factors: culture, physiques, self-image, reflection,

directions for further research.

relationship, and personality. The theories of brand identity are the basis for a

4.1. Main results and contributions of the thesis
The research results are presented in two main parts: (1) Measurement model
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research model on the gap between brand identity and brand image.
In the research results, it shows that RC factor - reflection (expressing social
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evaluation of students of the University) plays the biggest role in forming the concept
of brand identity and brand image.

This study has its own limitations as follows:
- The thesis only considers the gap between brand identity and brand image

The research results also show that brand identity and brand image in higher
education in a transitional economy like that in Vietnam also include some basic
components as confirmed in the developed economies. However, as shown above, the
basic components of brand identity should be rearranged to match the identity in

based on a model that is considered the most typical.
- The second limitation relates to the scope of the study: The thesis only

The thesis also specifies the role of other components, including: "Reflection",

conducted at the National Economics University, the conclusions in Chapter 4 are

"Physiques", "Relationship", "Self-image", and "Personality" to the brand of The

quite relevant and partly show the current situation of the brand issue of Vietnamese

National Economics University, and suggest a number of solutions to help shorten the

education. Chapter 4 also outlines limitations and suggests further research

gap between brand identity and brand image of the University.

directions.

The impact of the training system on the perception of brand image is also
mentioned in this thesis, and the author has suggested points to which the University
should pay attention to improve the students' perception about brand image of the
University
4.3. Limitations of the study and further research directions
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CONCLUDE
Building and maintaining a strong brand is a challenge in all areas, and higher
education is no exception. Meanwhile researching the relationship between brand
identity and brand image, which specifically defines the gap between these two