Measuring Brand Equity for Higher Education: a Case Study of CFVG in Vietnam

Tri Dung Vu, Thuy Linh Le, Thi Thu Phuong Hoang and Thị Phi HoàiĐỗ

Higher education is a unique industry that considers branding as important function to create competitive advantage for universities and business schools. Measuring brand equity provides educational institution necessary strategic analysis before critical branding decisions. This study applies the CBBE brand equity model by (Keller, 2001) to measure the higher education brand with a case study of CFVG School of Management in Vietnam. With a mix approach combining qualitative and quantitative methods, the CBBE brand equity model is adapted for use in higher education context, with prospective and retrospective higher education students as the research subjects. Findings provide rich understandings about the concept of brand equity in higher education settings. This research contributes to current literature through testing the CBBE brand equity model in Vietnam as an emerging higher education market. Practical implications were highlighted for higher education practitioners in their efforts to establish strong brand equity.

Volume 11 | 09-Special Issue

Pages: 189-197

DOI: 10.5373/JARDCS/V11/20192554