TABLE OF CONTENTS

1. INTRODUCTION.......................................................................................................1
2. MARKET ANALYSIS................................................................................................1
2.1. Market share.........................................................................................................1
2.2. Market size............................................................................................................2
2.3. Market competition..............................................................................................2
3. BRAND IDEA.............................................................................................................2
3.1. Promise..................................................................................................................3
3.2. Story......................................................................................................................3
3.3. Innovation.............................................................................................................4
3.4. Purchase moment.................................................................................................5
4. BRAND KEY VISION..................................................................................................6
4.1. Root Strength...........................................................................................................6
4.2. Competition..............................................................................................................6
4.3. Target Market..........................................................................................................6
4.4. Customer Insight.....................................................................................................6
4.5. Benefits.....................................................................................................................7
4.6. Values & Personality...............................................................................................7
4.7. Discrimination.........................................................................................................8
4.8. Reason to Believe.....................................................................................................8
4.9. Essence......................................................................................................................8
5. BRAND VISION PLAN................................................................................................9
5.1. Brand Planning Strategy........................................................................................9
5.1.1. Target Audience.................................................................................................9
5.1.2. Positioning price................................................................................................9
5.1.3 Points of Parity.................................................................................................10
5.1.4 Points of Difference..........................................................................................10
5.2. Key Success Factors..............................................................................................10
5.3. Brand Identity System..........................................................................................10
6. THE BRAND MARKETING PLAN.........................................................................14
 6.1. National goal..........................................................................................................14
6.2. Key issues/opportunities.......................................................................................14
6.3. Job to be done........................................................................................................14
7. ACTION PLAN............................................................................................................15
7.1. Action plan.............................................................................................................15
7.2. Budget Investment.................................................................................................19
8. CONCLUSION............................................................................................................20
REFERENCES................................................................................................................21
 Figure and Table
Figure 1: Positioning Price................................................................................................12
Figure 2: Logo...................................................................................................................14
Figure 3: Card Visit............................................................................................................15
Figure 4: Student Card.......................................................................................................16

Table 1: In digital platform................................................................................................20

Table 2: Outdoor activities.................................................................................................21
Table 3: Budget Investment...............................................................................................22
1. INTRODUCTION

In the ever-evolving educational landscape of Vietnam, the significance of an institution’s

brand image cannot be overstated. HUFLIT, the Ho Chi Minh City University of Foreign
Languages and Information Technology, stands at a pivotal juncture in its history, ready to
embrace a trans-formative vision amid the dynamic growth and innovation in education.
The future prosperity of HUFLIT hinges not only on its ability to adapt to changing
circumstances but also on its strategic efforts to elevate and refine its brand image.
Established in 1994, HUFLIT has firmly embedded itself in Vietnam’s educational
tapestry by cultivating an environment that seamlessly merges progressive pedagogy wit
deep-rooted traditions. Serving as a beacon of intellectual pursuit and cross-cultural
exchange, HUFLIT boasts multiple campuses strategically located in the heart of the city,
a diverse student body, and a faculty dedicated to research excellence. However, in the
dynamic realm of higher education, past achievements do not guarantee future success. In
its pursuit of continuous improvement, HUFLIT recognizes the imperative to not only
keep pace with the evolving times but to proactively lead and set new standards for
academic excellence, both domestically and internationally. As HUFLIT undertakes
initiatives to enhance its brand image, a thorough examination of the university’s identity,
a keen assessment of the present environment, and a visionary outlook for a flourishing
future have become integral components of its strategic approach.

2. MARKET ANALYSIS
2.1. Market share

Ho Chi Minh City boasts a vibrant and expansive educational landscape, mirroring the
city’s fervent pursuit of academic excellence. Recent data underscores the presence of a
multitude of diverse universities in this thriving market, enriching the educational
panorama for students. As the number of young individuals opting for higher education
continues to grow, the market’s ascent brings both opportunities and challenges for
institutions like HUFLIT. Examining enrollment trends, demographic shifts, and the need
for specialized services becomes crucial in gauging the market’s dimensions. Furthermore,
HUFLIT must align its strategic vision with the evolving demands of students, positioning
itself not only a destination that fulfills the expectations of its target audience but also as
an academic institution that serves organizational objectives.

2.2. Market size

A thorough exploration of market dominance involves a meticulous evaluation of

enrollment statistics, program appeal, and geographic influence. Through the insightful
interpretation of these metrics, HUFLIT can pinpoint areas for expansion, enhance
program allure, and strategically position itself to capture a more substantial market
share.in the broader context, educational institutions in Ho Chi Minh City engage in a
competitive pursuit for a slice of the educational landscape. Key determinants in this
contest include the range of program offerings, institutional reputation, and the
effectiveness of marketing initiatives.

2.3. Market competition

In the vibrant educational landscape of Ho Chi Minh City, universities engage in a spirited
competition, vying to be the top choice for aspiring students. This educational
battleground features formidable contenders, including institutions offering similar
programs, esteemed university with a longstanding reputation, and innovative newcomers
pioneering cutting-edge teaching methodologies. To secure its position at the forefront
HUFLIT must strategically position itself by emphasizing its unique qualities, capitalizing
on its strengths, and addressing any potential weaknesses

3. BRAND IDEA

At the heart of this strategy to elevate HUFLIT’s standing is the compelling brand concept
of “Inspiring International Standardization Education and Learning For Gen Z in
Vietnam”. This approach aims not only to provide the upcoming generation, Gen Z, with
education that aligns with global benchmarks but also serves as a wellspring of motivation
for their academic journeys. By adhering to international standards, HUFLIT’s educational
framework positions itself as the pathway to cultivation global citizens – individuals
equipped not just with academic knowledge but also diverse perspectives and skills
crucial in an increasingly interconnected world. Culture emerges as a cornerstone of
success in this global landscape. Central to HUFLIT’s vision is the acknowledgement and
accommodation of the unique needs of Generation Z, a cohort drawn to experiential
learning, diversity, and authenticity. Beyond addressing these demands, an educational
strategy inspired by international standards acts as a bridge, seamlessly connecting
traditional values with contemporary aspirations.

3.1. Promise

Each exceptional brand is founded on a commitment – an unwavering pledge to surpass

mere transnational boundaries and cultivate profound connections with its stakeholders.
HUFLIT, as a brand, extends beyond the conventional promises of superior instruction
and education. It is a dedicated pursuit of comprehensive advancement, fostering an
enriching atmosphere where students can evolve into adept global citizens. HUFIT
recognizes that true learning extends far beyond the confines of a textbook. Moreover, the
brand’s commitment extends to the holistic growth of students, nurturing not only their
academic prowess but also their ethical, social, and personal dimensions, ensuring they
emerges as accomplished, week-rounded individuals contributing to both their professions
and communities.

3.2. Story

The compelling narrative of the brand plays a crucial role in shaping and advancing its
identity, seamlessly blending historical roots with future aspirations to craft an irresistible
charm that captivates both emotions and intellects (Hong et al., 2022). HUFLIT’s story in-
folds beyond its founding, intricately woven with an enduring spirit that unites individuals
form diverse backgrounds, bound by a common thirst for knowledge and a shared vision
of a globalized future. The bond between HUFLIT and its students is ingrained in the
pages of a dynamic novel, transcending a fixed timeline. Central to this narrative is the
student’s journey – a pursuit of self-improvement and the realization of personal passions,
serving as the narrative’s focal point. Furthermore, it acts as a bridge connecting
HUFLIT’s past, present, and future. The recognition that HUFLIT is a living entity shaped
by the unique experiences of those undertaking its educational voyage, rather than a mere
academic environment, imbues it with a profound emotional resonance.

3.3. Innovation

Given the pivotal role of innovation in fostering growth, HUFLIT is strategically charting
a developmental course that intricately weaves this entrepreneurial spirit into every facet
of its business operations (Aal et al., 2016). The institution’s forward-thinking approach is
evident in various transformation initiatives:

- Curriculum redesign:HUFLIT is poised to evaluate and enhance its curriculum,

meticulously preserving successful elements while embracing cutting-edge
technologies. The institution aims to foster multi disciplinary relationships and
tailor the curriculum to align with the dynamic needs of the burgeoning sector.
- International cooperation: HUFLIT envisions forging strategic alliances with
globally renowned universities, fostering student mobility, innovation,
collaborative research, and exposure to diverse scholarly perspectives. This
commitment reflects the institution's dedication to cultivating a truly global
academic environment.
- Expansion of majors: Recognizing the perpetual evolution of contemporary
majors, HUFLIT is set to introduce new majors that cater to a spectrum of
demands. This adaptive approach ensures that HUFLIT evolves alongside its
students, staying attuned to the ever-changing educational landscape.
- Elevated facilities standards: HUFLIT is directing investments towards state-of-
the-art infrastructure, an-compassing modern classrooms, cutting-edge research
labs, and collaborative spaces. The incorporation of technology-based learning
environments aims to facilities engaging and participatory instruction.
 - Smart campus initiatives: The institution is committed to creating smart campuses
equipped with robust Wi-Fi networks, providing students seamless access to
information. This technological integration enhances the overall learning
experience and aligns with contemporary educational standards.
- Industry relationships: To bridge the gap between theoretical knowledge and
practical application, HUFLIT is proactively cultivating partnerships with
business. This strategic move ensures students have the invaluable opportunity to
engage in internships and participate in real-world initiatives, enriching their
academic journey with hands-on experience.

In essence, HUFLIT’s holistic and forward-looking approach not only underscores its
commitment to innovation but also positions the institution as a dynamic player in the
ever-evolving landscape of higher education.

3.4. Purchase moment

The decision of each student to embark on the university journey immense significance.
At HUFLIT, we strategically perceive this choice not merely as a transaction, but as an
opportunity to ignite a passion for learning. Enrolling is not just a purchase; it is an entry
into a community that places paramount importance on both personal and intellectual
growth. Though engaging orientation activities, students are introduced to a dynamic
tapestry of state-of-the-art facilities, an inclusive cultural environment, and the assurance
o a future aligned with global standards set by HUFLIT. These experiences go beyond
mere administrative formalities, fostering an environment where the pursuit of
knowledge takes center stage.

3.5. Customers experiences

Crafting a brand identity goes beyond mere transactions, its hinges on the pivotal role of
customer experience. Customers, not just as service recipients but integral contributors to
brand evolution, present each interaction as a canvas for fostering emotional connections
(Foroudi et al., 2019). To enhance HUFLIT’s brand image, the customer experience
should evolve into a dynamic odyssey that transcends conventional academia. The
cultivation of a nurturing environment is realized through personalized academic
guidance, a student-eccentric approach, interactive learning spaces, and a robust network
of instructors and support personal. This trans-formative journey seeks to provide more
than just education; it aims to create a profound sense of being heard, seen, and valued.

4. BRAND KEY VISION

4.1. Root Strength
HUFLIT is a provider of foreign language and information technology education with a
long track record of training graduates sought after by employers. In addition, we have
developed more diverse fields with teams and teaching methods that always meet the
needs of society.

HUFLIT takes pride in its faculty and staff who are devoted professionals, with vast
experience. They possess a passion for teaching. Are fully committed to ensuring the
academic success of out student.

Moreover HUFLIT offers students access to state of the art facilities and resources. These
include classrooms, advanced laboratories, and equipped libraries that cater to their
educational needs.

4.2. Competition
While HUFLIT contends with rival universities in Vietnam, it distinguishes itself by
placing a robust emphasis on innovation, an unwavering commitment to student
excellence, and a far-reaching global vision. These unique attributes set HUFLIT apart in
the competitive landscape, elevating it as a beacon of educational distinction.

4.3. Target Market

Our target market is people aged 18 to 25, currently living in Ho Chi Minh City, and
Eastern provinces.
4.4. Customer Insight
For student looking for a university that fits with their goals, HUFLIT is the best option.
HUFLIT not only meets but exceeds the expectations of its discriminating target market
by offering a top-notch education focused on job market readiness, fostering a supportive
and stimulating learning environment, and providing opportunities for international
exposure and collaboration. HUFLIT serves as a lighthouse for student as they set iut on
their educational path, providing a life-changing experience that transcends conventional
classroom instruction and equips them for success in an increasingly interconnected and
dynamic world.

4.5. Benefits
HUFLIT’s dedication to delivering an all-encompassing learning environment is evident
in the multitude of advantages it provides its pupils. With a demanding curriculum, a
wide range of extracurricular activities, research and internship opportunities, and a
robust alumni network, HUFLIT guarantees that student leave with the knowledge,
abilities, and contacts needed to succeed in their future pursuits in addition to their
academic prowess. Being a holistic educational center, HUFLIT is a lighthouse for people
looking for a journey that is both enlightening and transformative.

4.6. Values & Personality

In a world marked by rapid technological advances and constant change, innovation and
adaptability have become prerequisites for success. HUFLIT understands this reality and
strives to nurture a culture of innovation among its students. By fostering an environment
that encourages creative thinking, problem solving and adaptability, HUFLIT prepares its
students to meet the challenges of the modern world. Whether through interdisciplinary
courses, collaborative projects or exposure to emerging technologies, HUFLIT ensures
that its students are equipped with the necessary skills to embrace change and contribute
to innovation.

As our world becomes increasingly interconnected, the concept of global citizenship

takes center stage in education. HUFLIT recognizes the importance of forming students
who not only excel academically but also understand their role as global citizens.
Through a diverse curriculum, international cooperation and cultural exchange programs,
HUFLIT gives its students a broad worldview. This emphasis on global citizenship
fosters a sense of responsibility, empathy, and commitment to solving global challenges
together.

Apart from focusing on objectives HUFLIT places emphasis on the personal and
professional growth of its students. The institution acknowledges that education extends
beyond classroom learning and encompasses the acquisition of life skills and the
cultivation of a well rounded character. Through mentorship initiatives, internships and
workshops HUFLIT guides its students in embarking on a voyage of self discovery
enabling them to establish a groundwork, for attaining both professional triumph.

Universities are dynamic communities with distinct personalities that influence their
students' experiences beyond just being places of higher learning. With its unique
character, HUFLIT stands out as a school that values global connectivity, creativity, and
approachability in addition to academic success.

4.7. Discrimination
HUFLIT is steadfast in its dedication to fostering an inclusive and hospitable atmosphere
for every student, irrespective of their background of identity. Discrimination in any form
is unequivocally opposed and not tolerated within the HUFLIT community.

4.8. Reason to Believe

HUFLIT stands as a reputable and dependable educational institution, boasting a well-
established history of success. Graduates from HUFLIT are highly coveted by employers,
leaving a positive and influential mark on society.

4.9. Essence
HUFLIT stands as the foremost academic institution in Vietnam, distinguished for its
excellence in foreign language and information technology education. Dedicated to
unleashing the full potential of its students, HUFLIT nurtures individuals to evolve into
global citizens poised to make a constructive and lasting contribution to our world.

5. BRAND VISION PLAN

5.1. Brand Planning Strategy
5.1.1. Target Audience
HUFLIT's target audience in Vietnam for 2024 - 2025can be segmented into two main
groups:

Our main focus is, on reaching out to students and their parents who are looking for a
high-quality, affordable university education in Vietnam. This audience encompasses both
high school students exploring their options and adults aiming to advance their
knowledge and skills

Additionally we also aim to connect with employers and businesses in Vietnam who are
looking for qualified graduates to hire. This group includes companies of all sizes, from
small businesses to large multinational corporations.

5.1.2. Positioning price

 Figure 1: Positioning Price
HUFLIT is classified as a school with a team of experienced lecturers, highly qualified,
well-trained at domestic and foreign universities but at an affordable price of about
40million/year. In addition, HUFLIT’s tuition is also considered suitable for the
economic conditions of many families. The school offers multi-disciplinary and multi-
field training, with many high-quality training programs, recognized by leading
universities and prestigious international educational organizations.

5.1.3 Points of Parity

Points of parity (POPs) are the attributes that all brands in a category share. For HUFLIT,
the POPs include:

 Offers a variety of undergraduate and postgraduate programs

 Has a strong academic reputation
 Provides students with opportunities for internships and extracurricular activities

5.1.4 Points of Difference

Points of difference (POD) are the attributes that make a brand unique and different from
its competitors. For HUFLIT, the PODs include:

 Affordable tuition
 Convenient location in Ho Chi Minh City
 Emphasis on practical skills and industry-based learning

5.2. Key Success Factors

Increase brand awareness among prospective students and their parents. This can be done
through a variety of marketing channels, such as online advertising, social media
marketing, and public relations. Additionally, enhance HUFLIT's reputation as a high-
quality, affordable university. Delivered by maintaining high academic standards,
providing students with access to quality resources and facilities, and achieving strong
academic outcomes. Develop strong relationships with employers and businesses. This
can be done by participating in job fairs and industry events as well as providing
internships and other professional development opportunities for students.

5.3. Brand Identity System

Brand name: HUFLIT

Logo: The meaningful logo comes from the inspiration of wanting to bring HUFLIT to
the world. Shows global character and symbolizes the connection between universities
around the world.

Figure 2: Logo
Color

The brand uses two main colors, black and blue:

 Black immediately creates an impression of class and sophistication, while also

creating a feeling of exploration.
  Blue is the color of trust, loyalty, stability and knowledge. It is also the color of the
sky and ocean, symbolizing vastness, immensity and the desire to reach out
globally.

#136588

#000000

Brand Font

The word HUFLIT is designed in a modern, youthful and dynamic style. The letters are
arranged in the shape of a planet, with a circle around them, creating a sense of
movement and dynamism. The letters are easy to read, easy to recognize, and represent
the modernity, youthfulness, and dynamism of the HUFLIT brand.

Slogan:

The slogan that the group came up with is "Empowering dreams, enhancing knowledge".

Card Visit

HUFLIT designed the brand's business card. The card will have the brand's color palette
of black and blue. The
card will have all HUFLIT
contact information.
 Figure 3: Card Visit

Student Card

Figure 4: Student Card

6. THE BRAND MARKETING PLAN
6.1. National goal
The overarching goal is to train for international learning, fostering a globally
competitive workforce with strong capabilities in information technology (IT) and
foreign languages. HUFLIT aims to produce graduates who are not only proficient in
cutting-edge technologies but also possess a high level of linguistic competence.

6.2. Key issues/opportunities

It is obvious that HUFLIT has advantages of experienced faculty with expertise in both
theoretical and practical instruction. The university has strong emphasis on Information
Technology and Foreign Language majors. Furthermore, Hoc Mon campus is appreciated
with international standardization classrooms and practical rooms. Nevertheless, HUFLIT
is not well-known nationally due to limited budget for marketing and advertising, facing
competition from established institutions offering similar programs.

Another opportunity related to increasing need for individuals with linguistic and
technological skills in a globalized world. In addition, it brings HUFLIT collaborating
with multinational corporations and oversea universities. Due to globalization, HUFLIT
has to keep the curriculum and facilities up-to-date with the latest advancements. Also,
learning languages demand higher so that the university adapts language programs to
meet appropriate society needs. Besides, online education platforms are increasingly
popular which are a stiff competition to HUFLIT.

6.3. Job to be done

With the objectives of achieving a 20% increase in enrollment for 18 majors within the
next academic year compared to 2023, increasing brand recognition 30% within the next
two years. Attracting 100 foreign students to study foreign language teaching majors at
the school. HUFLIT needs to implement Marketing activities throughout at the beginning
of September and at the end of June.

 Visiting high schools in several areas such as Binh Duong, Dong Nai, and Mekong
Delta to advise education enrollment.
  Running advertising campaigns through social networks such as Facebook,
LinkedIn and others about trendy majors, learning quality at HUFLIT.

 Placing banner advertising in online newspapers such as Tuoitre, Thanhnien about

enrollment for the new school year.

 Buying SEO keywords such as: HUFLIT enrolling, study at HUFLIT,...

 Running advertising campaigns about campus tours, international standard trial

lessons.

 Leverage platforms like LinkedIn, Instagram, and Twitter to engage with the
audience. Run targeted ads to reach high school graduates and professionals.

 Collaborate with industry partners for joint events, workshops, and seminars to
enhance the practical knowledge of students.

7. ACTION PLAN
7.1. Action plan
In digital platform

Currency Unit: VND

Platform Activities Time Posting Cost Total cost Objective

Website Posting 4 2 posts 20,000,000 80,000,000 1500 visitors

industry months per day per month (4 months) per day
trends in (Feb to
the next 4-5 May)
years,
major
orientation
for
 students,
and
seminars at
universities,
etc.

Facebook Running 9 1 post 18,000,000 162,000,000 1,000 likes

ads, posting months per day per month (9 months) per post,
content (Nov to 2,000
about study June) engagement
tips, future
career
orientation,
methods to
find your
own
strengths,...

LinkedIn Running 9 1 post 15,000,000 135,000,000 To attract

ads, posting months per day per month (9 months) foreign
content students
(Dec to
about study
Jul)
tips, future
career
orientation,
methods to
find your
own
strengths,
 polls...

TikTok Running 9 month 1 video 22,000,000 198,000,000 Attract

ads, per day per month (9 months) potential
(Dec to
audiences
Jul)

SEO Run SEO 6 All 15,000,000 90,000,000 To reach

months time per month (6 months) potential
(Dec to audiences
May)

Tuoi Tre Using 6 5 times 20,000,000 120,000,000 To attract

electronic inline ads months per per month (6 months) 2,200 views /
newspaper on website (Jan to week post
s June)

Thanh Using 6 4 times 20,000,000 120,000,000 To attract

Nien inline ads months per month (6 months) 2,200 views/
electronic on website (Jan to post
newspaper June)
s

Tuoi Tre Posting a 2 month 1 post 30,000,000 60,000,000 To announce

PR about (Mar to per per month audience and
campus Apr) month (On top promoting
tour searching extracurricular
(Integrate cost is program
some included)
content to
 promote the
trial lesson)

Thanh Posting a 2 month 1 post 30,000,000 60,000,000 To announce

Nien PR about per per month audience and
(Mar to
campus month (On top promoting
Apr)
tour searching extracurricular
(Integrate cost is program
some included)
content to
promote the
trial lesson)

Table 1: In digital platform

Outdoor activities

Currency Unit: VND

Activities Time Cost Total cost Objective

Campus Inviting 300 18th 220,000,000 (Cost 220,000,000 Support at least

tour & a students from May includes student ID 270 senior
trial 3 high lanyard, lunch, students have a
lesson schools in snack, memorable
District 10 to transportation, extracurricular
participate in instructors, session, improve
Hoc Mon miscellaneous,...) their
campus tours interpersonal
and trial skills, and
 classes to identify suitable
help improve careers for them.
critical
thinking and
problem
solving.

Table 2: Outdoor activities

7.2. Budget Investment

Month Price per Total

month

Website 4 20,000,000 80,000,000 VND

month VND

Facebook/LinkedIn/TikTok 9 55,000,000 495,000,000

month VND VND

SEO 6 15,000,000 90,000,000 VND

month VND

Events (campus tour, international 1 100,000,000 100,000,000

standard trial lessons) month VND VND

Video/ Banner advertising 6 40,000,000 240,000,000

month VND VND
 PR 2 60,000,000 120,000,000
month VND VND

Costs (campus tour, international 1 120,000,000 120,000,000

standard trial lessons) month VND VND

Total 1,245,000,000
VND

Table 3: Budget Investment

8. CONCLUSION
In brief, implementing a brand strategy so that a university can create a great reputation is
a complex undertaking. The critical factor lies in the university's willingness to make
comprehensive investments in its brand, fostering trust among prospective stakeholders.
Therefore, HUFLIT should pay attention to build a strong and unique image. HUFLIT
also should emphasize creating a diverse and positive learning environment, combined
with teaching quality that meets international standards. This approach ensures a
multifaceted learning experience that facilitates both academic and interpersonal skill
development in students. In addition, school need to encourage diversity, respect opinions
and create conditions for students to develop personally and professionally. More
noticeably, to promote its image, HUFLIT should leverage social networks and various
media channels to share the stories and achievements of the university community. This
proactive approach will heighten awareness and capture the interest of potential students
and international partners. Through building a strong, unique, and professional brand, the
university will have many opportunities to attract attention and create a positive influence
in the international education sector.
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