A STUDY ON PROPOSING CRITERIA FOR IDENTIFYING  AND EVALUATING THE BRAND OF PRIMARY SCHOOLS IN VIETNAM

Vu Thi Mai Huong; Nguyen Thi Lan Anh

Vu Thi Mai Huong	huonngvtm@hnue.edu.vn	Hanoi National University of Education 136 Xuan Thuy street, Cau Giay ward, Hanoi, Vietnam
Nguyen Thi Lan Anh*	lananhmensa@gmail.com	Mensa school Phu Ly ward, Ninh Binh province, Vietna

Summary:

In the context of Vietnam’s increasingly integrated and competitive education system, building and developing a school brand—particularly at the primary level—has become a key factor in affirming reputation and enhancing competitiveness. This study focuses on analyzing the foundations for proposing criteria to identify and evaluate educational branding in general, and the branding of primary schools in Vietnam in particular. Through a comprehensive literature review, the study reveals that school branding encompasses not only tangible elements such as logos, colors, uniforms, and facilities, but also intangible aspects including vision, mission, core values, leadership style, training quality, parent and student satisfaction, and social reputation. The findings propose a set of criteria for identifying and evaluating school brands, consisting of four main groups: 1) Visual identity, 2) Messaging & core values, 3) Brand experience, and 4) Reputation & trust. This framework not only provides non-public schools with a more objective and comprehensive evaluation tool, but also serves as a foundation for strategic communication planning, improving educational quality, and promoting sustainable development in the coming period.

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Keywords:

Educational branding

school brand identity

educational brand evaluation

primary schools.

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Journal:

No. 2, December 2025

VIETNAM JOURNAL OF EDUCATIONAL SCIENCES

THE VIETNAM NATIONAL INSTITUTE OF EDUCATIONAL SCIENCES

A STUDY ON PROPOSING CRITERIA FOR IDENTIFYING AND EVALUATING THE BRAND OF PRIMARY SCHOOLS IN VIETNAM