RESEARCH ON THE APPLICATION OF THE BRANDED HOUSE MODEL IN BRAND MANAGEMENT AT TRƯỜNG ĐẠI HỌC TÂN TRÀO
DOI:
https://doi.org/10.51453/3093-3706/2026/1442Keywords:
Branded House; university branding; brand management; Tan Trao UniversityAbstract
This study aims to analyze the theoretical and practical foundations for applying the Branded House model in brand management at Tan Trao University. Based on a review of international and domestic studies on university branding and brand architecture, the research clarifies the role of the Branded House model in building a consistent brand image and enhancing management effectiveness. A mixed-methods approach is employed, combining survey data with content analysis of the university’s communication channels. The results indicate that although communication activities have been implemented across multiple channels, they lack consistency; the university brand has not yet played a central role, and communication resources remain fragmented. Accordingly, the study proposes the adoption of the Branded House model to standardize the identity system, strengthen communication coherence, and enhance the university’s brand value in the context of autonomy and international integration.
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