VIETNAM: Universities ignore brand building

Vietnamese universities are reluctant to build brands, according to Dr Vu Thi Phuong Anh of the Vietnam National University-Ho Chi Minh City's Center for Educational Testing and Quality Assessment, reports Thanh Nien Daily. She believes this resistance could be the kiss of death for institutions in an increasingly globalised and commercialised world.

Dr Anh from was speaking at a two-day conference titled "Branding in Higher Education: Practices and lessons learned from global perspectives", hosted by the Southern Asian Ministers of Education Organisation (SEAMEO) and attended by Vietnamese officials and educators as well as experts from the US, Vietnam and other ASEAN countries.

She said there were two underlying reasons as to why Vietnamese institutions did not feel the need to talk about brand building. "I think that has to do with the prevalent view that higher education is a public service, which has to be subsidised by the government, and the total lack of competition among universities as demand far exceeds supply," she said.
Full report on the Thanh Nien Daily site