Digital transformation in branding building for Vietnam higher education industry

Pham Dinh Thang; Hoang Nguyen Phong

doi:10.21744/irjeis.v8n4.2153

Authors

Pham Dinh Thang HaNoi Univesty, Of Phamarcy, Vietnam, No. 13-15, Le Thanh Tong Street, Hoan Kiem District, Hanoi City, Vietnam
Hoang Nguyen Phong
hoangphong@hupedu.vn
HaNoi Univesty of Pharmacy, VietNam, No. 13-15, Le Thanh Tong Street, Hoan Kiem District, Hanoi City, Vietnam

Keywords:

brand communication, branding, digital communication, digital transformation, university educational brand

Abstract

Any industry or any field that wants to be well known they need a right branding and PR strategy. Especially in the era of IT boom and globalization today, branding and communication are becoming more important than ever. It is considered a vital issue that determines the survival of any business. Education is a specific area and brand advertising needs its own strategy. In the context of today’s powerful digital transformation, Vietnam’s universities are making specific plans to begin their own transformations. We assert that digital communication in school brand communication is an important aspect of the digital transformation process at universities. Federating the on-campus digital data is fundamental to planning and executing brand communication programs for universities. Digital transformation plays an important part in improving the quality and efficiency of universities’ operation and their brand communication, whose mission is to showcase their educational achievements, establish competitive advantages and maintain social reputation.

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