UNIVERSITY BRAND IDENTITY THROUGH THE LENS OF CONSTRUCTIVE JOURNALISM: A CASE STUDY OF THU DAU MOT UNIVERSITY

Abstract

This article analyzes the applicability of constructive journalism in the brand communication of Thu Dau Mot University following its administrative transition to Ho Chi Minh City on July 1, 2025, amid increasingly fierce competition in student recruitment. The study employs a qualitative content analysis of 102 media products published on TDMU’s website, Facebook, and YouTube from July 2025 to March 2026. The evaluation is based on the SEFC framework, comprising four criteria: solution orientation, empowerment, future orientation, and contextualization. Findings indicate that TDMU’s communication activities remain predominantly event-driven, lacking in-depth narratives and solution-oriented values. Comparative analysis with selected domestic and international universities reveals significant limitations, particularly in providing context and articulating a future vision. Consequently, the university's academic strengths have not been effectively transformed into a resonant brand image. Based on these results, the study proposes key strategic directions: developing a constructive storytelling system centered on people and achievements; enhancing contextual depth and comparative data; shifting content production toward a solution-based approach; consistently leveraging distinctive institutional advantages; and expanding communication channels within the Ho Chi Minh City market. This research contributes practical value as one of the pioneering studies in Vietnam to apply the SEFC framework in evaluating university communication within the context of administrative restructuring.