Music in educational brand identity strategy: a study of artistic products at the University of Science and Education, the University of Da Nang.

Abstract

This article investigates the strategic role of music in the brand identity of the University of Science and Education - UD (UED). In the digital age, UED adopts “Audio Branding” to foster deep emotional connections beyond traditional visual elements. The study examines 50 years of musical evolution, from rustic songs to professional productions that demonstrate a sophisticated intersection between modern Slow Rock-Ballad rhythms and traditional Bai Choi folk heritage. Creating an intangible “symbolic ecosystem” not only educates professional ideals and fosters a passion for teaching but also serves as a bridge connecting generational memories. These artistic products transform core values into melodies, effectively positioning UED’s unique identity and disseminating its image as a key teacher training institution to the international community. The research affirms that branding through cultural heritage is a sustainable communication strategy, reinforcing global aspirations while firmly preserving national and pedagogical roots.