Some theoretical issues about non-public high school branding management in the current context of educational innovation

Abstract

Non-public schools are a contractual part of the Vietnamese national education system and are increasingly affirming their important role in meeting the learning needs of learners and the social community. Building school culture and improving the quality of educational services is aimed at building the school brand. The branded school will have very strong competitiveness in the current educational innovation context. Therefore, managers need to focus on building a non-public school brand with their own characteristics and with specific contents: Establishing brand core values and positioning non-public high school brands; planning and implementing brand marketing programs; measuring and tracking brands; maintaining and growing brand value.