THE GAP BETWEEN BRAND IDENTITY AND PERCEIVED BRAND IMAGE: THE CASE OF VIETNAM NATIONAL UNIVERSITY – HO CHI MINH CITY In Partial Fulfillment of the Requirements of the Degree of MASTER OF BUSINESS ADMINISTRATION In Marketing By Le Thi Hai Yen ID: MBA05055 International University - Vietnam National University HCMC September 2014 THE GAP BETWEEN BRAND IDENTITY AND PERCEIVED BRAND IMAGE: THE CASE OF VIETNAM NATIONAL UNIVERSITY – HO CHI MINH CITY In Partial Fulfillment of the Requirements of the Degree of MASTER OF BUSINESS ADMINISTRATION In Marketing By Le Thi Hai Yen ID: MBA05055 International University - Vietnam National University HCMC September 2014 Under the guidance and approval of the committee, and approved by all its members, this thesis has been accepted in partial fulfillment of the requirements for the degree Approved: -Chairperson -Committee member -Committee member -Committee member -Committee member -Committee member -i- Acknowledge This thesis cannot be done without the support and encouragement of the people that I have benefited throughout the time of preparing and completing the work First of all, I would like to express great thank to my advisor, Dr Nguyen Minh Ha, who days after days guides me the right way to complete my work Thanks to his schedule of responding around 11 p.m or around a.m., now I form a new habit for myself - mail checking right after getting up and being ready for work at the early morning I am especially thankful to Dr Nguyen Quynh Mai, who gave me the very first and basic knowledge about research I always remember the days after evening class discussing with her about research until late even though instructing me is not her duty I also thank to Dr Pham Hong Hoa for the time working with her in class and her advice for my postgraduate orientation I really want to say thank to academic staff of School Business for their help arranging my final countdown I really appreciate the students who were willing to response for my questionnaire Without their contribution, this work cannot complete Thanks to my friends, my college with their support so that I can keep chasing this project Last but not least, I own my family, my sister, and my brother a big debt Receiving the phone call from my brother after the day of proposal defense, I know the difficulties and challenges had just begun, but it does not mean I cannot make it Le Thi Hai Yen – August 2014 - ii - Plagiarism Statements I would like to declare that, apart from the acknowledged references, this thesis either does not use language, ideas, or other original material from anyone; or has not been previously submitted to any other educational and research programs or institutions I fully understand that any writings in this thesis contradicted to the above statement will automatically lead to the rejection from the MBA program at the International University – Vietnam National University Hochiminh City - iii - Copyright Statement This copy of the thesis has been supplied on condition that anyone who consults it is understood to recognize that its copyright rests with its author and that no quotation from the thesis and no information derived from it may be published without the author‟s prior consent © LE Thi Hai Yen/ MBA05055/2013-2014 - iv - Table of Contents List of tables ix List of figures x Abbreviation xii Abstract .xiii Chapter INTRODUCTION 1.1 Background 1.2 Research objectives 1.3 Research questions 1.4 Scope and limitation of the study 1.5 Research methodology 1.6 Research significance 1.7 Research structure Chapter LITERATURE REVIEW 2.1 Concept definitions 2.1.1 Brand 2.1.2 Brand identity 2.1.2.1 Brand physique 10 2.1.2.2 Brand reputation 10 2.1.2.3 Brand relevance 10 -v- 2.1.2.4 Brand personality 10 2.1.2.5 Brand performance 11 2.1.2.6 Brand relationship 11 2.1.3 Brand image 11 2.2 Distinguish between brand identity and brand image 12 2.3 The gap existing between brand identity and brand image 13 2.4 Previous empirical studies 15 2.4.1 Coop‟s (2005) Brand Identity Construct Model 15 2.4.2 Ross and Harradine‟s (2011) prism map of brand identity and brand image 17 2.4.3 The differences of this study in comparisons with the previous studies 19 Chapter 21 RESEARCH METHODOLOGY 21 3.1 Conceptual framework and hypothesis 21 3.1.1 Conceptual framework 21 3.1.2 Research hypotheses 23 3.2 Research design 23 3.3 Target population and sample 24 3.4 Data collection methods 25 3.5 Measurement 26 3.6 Questionnaire design 29 3.7 Survey response rate 31 3.8 Data analysis methodology 33 - vi - Chapter 34 DATA ANALYSIS AND EMPIRICAL FINDINGS 34 4.1 Descriptive Statistics 34 4.1.1 Academic level 34 4.1.2 Gender 35 4.1.3 City/province 36 4.1.4 Awareness of VNU-HCM system 37 4.1.5 Descriptive analysis of six dimensions 39 4.2 Reliability analysis 40 4.3 The gap between VNU-HCM brand identity and brand image 41 4.3.1 Overview of brand identity 41 4.3.1.1 Brand identity: Brand physique 42 4.3.1.2 Brand identity: Brand reputation 42 4.3.1.3 Brand identity: Brand relevance 43 4.3.1.4 Brand identity: Brand personality 44 4.3.1.5 Brand identity: Brand performance 44 4.3.1.6 Brand identity: Brand relationship 45 4.3.2 Overview of brand image 46 4.3.2.1 Brand image: Brand physique 46 4.3.2.2 Brand image: Brand reputation 47 4.3.2.3 Brand image: Brand relevance 48 4.3.2.4 Brand image: Brand personality 49 4.3.2.5 Brand image: Brand performance 50 4.3.2.6 Brand image: Brand relationship 51 4.3.3 Test the significant difference using one-sample t-test 52 - vii - 4.3.4 Define the gap 54 4.3.5 Perceptual mapping the gap 58 Chapter 59 CONCLUSION AND RECOMMENDATIONS 59 5.1 Summary 59 5.2 Main findings 60 5.2.1 The dimensions to measure VNU-HCM brand identity and brand image 60 5.2.2 Define the gap between VNU-HCM brand identity and brand image 61 5.3 Recommendations 62 5.3.1 Three dimensions that VNU-HCM should continue to develop 62 5.3.1.1 Brand relevance 62 5.3.1.2 Brand physique 62 5.3.1.3 Brand reputation 63 5.3.2 Three dimensions that VNU-HCM should for a better image 63 5.3.2.1 Brand performance 63 5.3.2.2 Brand personality 63 5.3.2.3 Brand relationship 63 5.3.3 Suggestion for further study 64 REFERENCE 65 APPENDICES 69 - viii - List of tables Table 1: Conceptual definition of brand image 12 Table 2: Distinguish between brand identity and brand image 13 Table 3: Core brand identity variables and attributes 16 Table 4: Core brand identity variables and attributes (Coop, 2004) 27 Table 5: Survey response rate 31 Table 6: Academic level classification 34 Table 7: Gender frequency and percentage of respondent 35 Table 8: City and province frequency and percentage 37 Table 9: Awareness of respondents about VNU-HCM system 38 Table 10: Descriptive Statistics of six demensions 39 Table 11: Reliability test using Cronbach‟s Alpha coefficient 41 Table 12: VNU-HCM Brand identity score: Brand physique 42 Table 13: VNU-HCM Brand identity score: Brand reputation 43 Table 14: VNU-HCM Brand identity score: Brand relevance 43 Table 15: VNU-HCM Brand identity score: Brand personality 44 Table 16: VNU-HCM Brand identity score: Brand performance 45 Table 17: VNU-HCM Brand identity score: Brand relationship 45 Table 18: Significant difference testing 53 Table 19: Respondents' agreement with statements defining VNU-HCM brand image 55 Table 20: The gap between VNU-HCM brand identity and brand image (Mean) 58 - ix - APPENDIX 2: DATA ANALYSIS Descriptive Statistics 1.1 Academic level FREQUENCY Academic level Frequency Percent Valid Alumni Valid Percent Cumulative Percent 57 17.5 17.5 17.5 Freshman 26 8.0 8.0 25.5 Graduate 59 18.1 18.1 43.6 184 56.4 56.4 100.0 326 100.0 100.0 Sophomore higher and Total 1.2 Gender FREQUENCY Gender Frequency Percent Valid Female Valid Percent Cumulative Percent 199 61.0 61.0 61.0 Male 127 39.0 39.0 100.0 Total 326 100.0 100.0 - 77- COMPARE MEAN: Gender*Brand physique PHY # PHY # input PHY # wide PHY # quality of quality of range of PHY # PHY # student education students education research community activities Gender Female Mean 5.70 5.37 6.02 5.62 5.40 5.58 199 199 199 199 199 187 1.086 1.146 1.135 1.134 1.167 1.126 Mean 5.82 5.59 6.23 5.72 5.33 5.60 N 127 127 127 127 127 106 Std Deviation 946 1.211 875 1.105 1.141 1.093 Mean 5.75 5.45 6.10 5.66 5.37 5.59 N 326 326 326 326 326 293 1.034 1.175 1.045 1.122 1.156 1.112 N Std Deviation Male Total Std Deviation COMPARE MEAN: Gender*Brand reputation REPU # REPU # REPU # REPU # REPU # heritage & clear clear clear clear REPU # historic message - message - message - message trustable value system quality research community Gender Female Mean 5.89 5.93 5.49 5.50 5.40 5.37 N 199 199 199 199 199 189 1.034 1.059 1.058 1.087 1.141 1.125 Mean 5.88 5.93 5.31 5.37 5.37 5.17 N 127 127 127 127 127 106 Std Deviation 997 1.017 1.295 1.194 1.314 1.230 Mean 5.89 5.93 5.42 5.45 5.39 5.30 N 326 326 326 326 326 295 1.018 1.041 1.158 1.130 1.209 1.166 Std Deviation Male Total Std Deviation - 78- COMPARE MEAN: Gender*Brand relevance RELE # RELE # environment environment for studying for research Gender Female Mean 5.64 5.49 5.39 5.82 189 199 199 199 1.124 1.176 1.266 1.154 Mean 5.83 5.65 5.37 5.74 N 106 127 127 127 Std Deviation 931 1.066 1.153 1.025 Mean 5.71 5.55 5.38 5.79 N 295 326 326 326 1.061 1.135 1.222 1.104 N Std Deviation Male Total RELE # harmony RELE # well with my academic accepted by needs students Std Deviation COMPARE MEAN: Gender*Brand personality PESO # PESO # PESO # quality nationality internationality Gender Female Mean 5.46 5.81 5.17 5.46 5.45 4.75 N 199 199 199 199 199 189 1.209 1.084 1.258 1.171 1.301 1.311 Mean 5.63 5.89 5.18 5.35 5.66 4.62 N 127 127 127 127 127 106 Std Deviation 990 936 1.365 1.306 1.261 1.641 Mean 5.53 5.84 5.17 5.42 5.53 4.71 N 326 326 326 326 326 295 1.130 1.028 1.299 1.224 1.288 1.437 Std Deviation Male Total PESO # pioneer PESO # PESO # competitive competitive strength in strength in VN ASEAN Std Deviation - 79- COMPARE MEAN: Gender*Brand performance PEFO # PEFO # PEFO # well- PEFO # PEFO # values of exceeds invested confidence high quality money and expectations infrastructure of sts of faculty time Gender Female Mean 4.62 5.41 5.19 5.51 5.28 186 199 199 199 199 1.339 1.244 1.352 1.086 1.132 Mean 4.69 5.50 5.33 5.40 5.46 N 105 127 127 127 127 1.410 1.174 1.215 1.107 1.006 Mean 4.64 5.44 5.24 5.47 5.35 N 291 326 326 326 326 1.363 1.216 1.301 1.094 1.087 N Std Deviation Male Std Deviation Total Std Deviation COMPARE MEAN: Gender*Brand relationship RELA # RELA # RELA # RELA # follow the introduce improvement enjoyment brand the brand Gender Female Mean 5.38 5.56 5.46 5.48 5.41 199 199 199 199 199 1.134 1.103 1.321 1.163 1.338 Mean 5.43 5.72 5.40 5.64 5.53 N 127 127 127 127 127 1.088 925 1.323 1.021 1.233 Mean 5.40 5.62 5.44 5.54 5.46 N 326 326 326 326 326 1.115 1.039 1.320 1.111 1.297 N Std Deviation Male Std Deviation Total RELA # a part of the brand Std Deviation - 80- 1.3 City/province FREQUENCY City/Province Frequency Percent Valid Valid Percent Cumulative Percent Central North 10 3.1 3.4 3.4 Central South 55 16.9 18.9 22.3 HCMC 83 25.5 28.5 50.9 Highlands 49 15.0 16.8 67.7 North 12 3.7 4.1 71.8 Southeast 38 11.7 13.1 84.9 Southwest 44 13.5 15.1 100.0 291 89.3 100.0 35 10.7 326 100.0 Total Missing NA Total 1.4 Awareness of VNU-HCM system FREQUENCY VNU-HCM is a system Frequency Percent Valid Don't care Valid Percent Cumulative Percent 10 3.1 3.1 3.1 1.8 1.8 4.9 Know 310 95.1 95.1 100.0 Total 326 100.0 100.0 Don't know - 81- CROSSTAB: Awareness of VNU-HCM system*Academic level VNU-HCM is a system * Academic year Crosstabulation Academic year Alumni Freshman Graduate Sophomore and higher VNU-HCM Don't care is a system Don't know Know Total Total 10 54 25 52 179 310 57 26 59 184 326 1.5 Descriptive analysis of six dimensions DESCRIPTIVE STATISTICS – Brand physique N Minimum Maximum Mean Std Deviation PHY # quality of education 326 5.75 1.034 PHY # input quality of students 326 5.45 1.175 PHY # wide range of education 326 6.10 1.045 PHY # research 326 5.66 1.122 PHY # community 326 5.37 1.156 PHY # student activities 293 5.59 1.112 Valid N (listwise) 293 DESCRIPTIVE STATISTICS – Brand reputation N Minimum Maximum Mean Std Deviation REPU # trustable 326 5.89 1.018 REPU # heritage and historic value 326 5.93 1.041 REPU # clear message - system 326 5.42 1.158 REPU # clear message - quality 326 5.45 1.130 REPU # clear message - research 326 5.39 1.209 REPU # clear message community 295 5.30 1.166 Valid N (listwise) 295 - 82- DESCRIPTIVE STATISTICS – Brand relevance N Minimum Maximum Mean Std Deviation RELE # environment for studying 295 5.71 1.061 RELE # environment for research 326 5.55 1.135 RELE # harmony with my academic needs 326 5.38 1.222 RELE # well accepted by students 326 5.79 1.104 Valid N (listwise) 295 DESCRIPTIVE STATISTICS – Brand personality N Minimum Maximum Mean Std Deviation PESO # quality 326 5.53 1.130 PESO # nationality 326 5.84 1.028 PESO # internationality 326 5.17 1.299 PESO # pioneer 326 5.42 1.224 PESO # competitive strength in VN 326 5.53 1.288 PESO # competitive strength in ASEAN 295 4.71 1.437 Valid N (listwise) 295 DESCRIPTIVE STATISTICS – Brand performance N Minimum Maximum Mean Std Deviation PEFO # exceeds expectations 291 4.64 1.363 PEFO # well-invested infrastructure 326 5.44 1.216 PEFO # confidence of sts 326 5.24 1.301 PEFO # high quality of faculty 326 5.47 1.094 PEFO # values of money and time 326 5.35 1.087 Valid N (listwise) 291 - 83- DESCRIPTIVE STATISTICS – Brand relationship N Minimum Maximum Mean Std Deviation RELA # improvement 326 5.40 1.115 RELA # enjoyment 326 5.62 1.039 RELA # follow the brand 326 5.44 1.320 RELA # introduce the brand 326 5.54 1.111 RELA # a part of the brand 326 5.46 1.297 Valid N (listwise) 326 Reliability analysis SCALE: Brand physique Reliability Statistics Cronbach's Alpha N of Items 812 SCALE: Brand reputation Reliability Statistics Cronbach's Alpha N of Items 869 SCALE: Brand relevance Reliability Statistics Cronbach's Alpha N of Items 818 SCALE: Brand personality Reliability Statistics Cronbach's Alpha 828 N of Items - 84- SCALE: Brand performance Reliability Statistics Cronbach's Alpha N of Items 793 SCALE: Brand relationship Reliability Statistics Cronbach's Alpha N of Items 844 Test the significant difference using one-sample t-test Brand relationship - One-Sample Statistics N Mean Std Deviation Std Error Mean RELA # improvement 326 5.40 1.115 062 RELA # enjoyment 326 5.62 1.039 058 RELA # follow the brand 326 5.44 1.320 073 RELA # introduce the brand 326 5.54 1.111 062 RELA # a part of the brand 326 5.46 1.297 072 Brand relationship - One-Sample Test Test Value = 4.5 95% Confidence Interval of the Difference t df Sig (2Mean tailed) Difference Lower Upper RELA # improvement 14.506 325 000 896 77 1.02 RELA # enjoyment 19.457 325 000 1.120 1.01 1.23 RELA # follow the brand 12.799 325 000 936 79 1.08 RELA # introduce the brand 16.955 325 000 1.043 92 1.16 RELA # a part of the brand 325 000 957 82 1.10 13.321 - 85- Brand performance - One-Sample Statistics N Mean Std Std Error Deviation Mean PEFO # exceeds expectations 291 4.64 1.363 080 PEFO # well-invested infrastructure 326 5.44 1.216 067 PEFO # confidence of sts 326 5.24 1.301 072 PEFO # high quality of faculty 326 5.47 1.094 061 PEFO # values of money and time 326 5.35 1.087 060 Brand performance - One-Sample Test Test Value = 4.5 95% Confidence Interval of the Difference t PEFO # exceeds expectations df Sig (2Mean tailed) Difference Lower Upper 1.785 290 000 143 -.01 30 PEFO # well-invested infrastructure 14.029 325 000 945 81 1.08 PEFO # confidence of sts 10.304 325 000 742 60 88 PEFO # high quality of faculty 15.993 325 000 969 85 1.09 PEFO # values of money and time 14.066 325 000 847 73 97 Brand personality - One-Sample Statistics N Mean Std Deviation Std Error Mean PESO # quality 326 5.53 1.130 063 PESO # nationality 326 5.84 1.028 057 PESO # internationality 326 5.17 1.299 072 PESO # pioneer 326 5.42 1.224 068 PESO # competitive strength in VN 326 5.53 1.288 071 PESO # competitive strength in ASEAN 295 4.71 1.437 084 - 86- Brand personality - One-Sample Test Test Value = 4.5 95% Confidence Interval of the Difference t Sig (2Mean tailed) Difference Lower df Upper PESO # quality 16.414 325 000 1.028 90 1.15 PESO # nationality 23.535 325 000 1.340 1.23 1.45 9.338 325 000 672 53 81 PESO # pioneer 13.525 325 000 917 78 1.05 PESO # competitive strength in VN 14.492 325 000 1.034 89 1.17 PESO # competitive strength in ASEAN 2.451 294 000 205 04 37 PESO # internationality Brand relevance - One-Sample Statistics N Std Mean Deviation Std Error Mean RELE # environment for studying 295 5.71 1.061 062 RELE # environment for research 326 5.55 1.135 063 RELE # harmony with my academic needs 326 5.38 1.222 068 RELE # well accepted by students 326 5.79 1.104 061 Brand relevance - One-Sample Test Test Value = 4.5 95% Confidence Interval of the Difference t df Sig (2Mean tailed) Difference Lower Upper RELE # environment for studying 19.564 294 000 1.208 1.09 1.33 RELE # environment for research 16.739 325 000 1.052 93 1.18 RELE # harmony with my academic needs 13.056 325 000 883 75 1.02 RELE # well accepted by students 21.063 325 000 1.288 1.17 1.41 - 87- Brand reputation - One-Sample Statistics N Mean Std Deviation Std Error Mean REPU # trustable 326 5.89 1.018 056 REPU # heritage and historic value 326 5.93 1.041 058 REPU # clear message - system 326 5.42 1.158 064 REPU # clear message - quality 326 5.45 1.130 063 REPU # clear message - research 326 5.39 1.209 067 REPU # clear message - community 295 5.30 1.166 068 Brand reputation - One-Sample Test Test Value = 4.5 t REPU # trustable Sig (2Mean tailed) Difference df 95% Confidence Interval of the Difference Lower Upper 24.591 325 000 1.387 1.28 1.50 REPU # heritage and historic value 24.835 325 000 1.433 1.32 1.55 REPU # clear message - system 14.400 325 000 923 80 1.05 REPU # clear message - quality 15.199 325 000 951 83 1.07 REPU # clear message - research 13.236 325 000 887 75 1.02 REPU # clear message community 11.759 294 000 798 66 93 Brand physique - One-Sample Statistics N Mean Std Deviation Std Error Mean PHY # quality of education 326 5.75 1.034 057 PHY # input quality of students 326 5.45 1.175 065 PHY # wide range of education 326 6.10 1.045 058 PHY # research 326 5.66 1.122 062 PHY # community 326 5.37 1.156 064 PHY # student activities 293 5.59 1.112 065 - 88- Brand physique - One-Sample Test Test Value = 4.5 t Sig (2Mean tailed) Difference df 95% Confidence Interval of the Difference Lower Upper PHY # quality of education 21.804 325 000 1.248 1.14 1.36 PHY # input quality of students 14.658 325 000 954 83 1.08 PHY # wide range of education 27.615 325 000 1.598 1.48 1.71 PHY # research 18.658 325 000 1.160 1.04 1.28 PHY # community 13.654 325 000 874 75 1.00 PHY # student activities 16.734 292 000 1.087 96 1.21 The gap between VNU-HCM brand identity and brand image Dimension VNU-HCM VNU-HCM Gap brand identity brand image Mean Percent Mean Percent Mean Percent Items VNU-HCM offers outstanding quality of education in Vietnam VNU-HCM is outstanding with qualified input students VNU-HCM offers a wide range of education Brand physique VNU-HCM is outstanding with science research VNU-HCM is outstanding community serving commission with VNU-HCM is outstanding with student activities VNU-HCM brand is trustable VNU-HCM brand has the heritage and historic value Brand Communication message of VNU-HCM reputation brand is clear: VNU-HCM is systematic VNU-HCM is linked to high quality in education 100% 5.7 89.7% 1.3 10.3% 100% 5.5 86.3% 1.5 13.7% 100% 6.1 94.5% 0.9 100% 5.7 86.9% 1.3 13.1% 100% 5.4 84.2% 1.6 15.8% 100% 5.6 88.3% 1.4 11.7% 100% 5.9 91.1% 1.1 8.9% 100% 5.9 92.1% 1.1 7.9% 100% 5.4 80.1% 1.6 19.9% 100% 5.5 86.9% 1.5 13.1% 5.5% - 89- VNU-HCM is linked to independence and creativity in science research VNU-HCM is linked to community serving commission VNU-HCM environment is suitable for studying VNU-HCM environment is suitable for Brand research relevance VNU-HCM brand is harmony with students‟ academic needs VNU-HCM brand is well accepted VNU-HCM brand is linked to nationality VNU-HCM brand is linked to internationality Brand VNU-HCM is the pioneer in higher personality education of Vietnam VNU-HCM brand is outstanding with the competitive strength in Vietnam VNU-HCM brand is outstanding with the competitive strength in ASEAN VNU-HCM brand brings exceeds expectations VNU-HCM brand create the confidence for students Brand VNU-HCM‟s infrastructure is wellperformance invested VNU-HCM‟s faculty has high quality Studying in VNU-HCM reflects values of money and time VNU-HCM actively improve its service quality with the philosophy “student is the center” Students enjoy the interaction with the brand Brand Students will follow this brand for relationship higher education Students introduce VNU-HCM brand to family, friends, and those who are relevant Students feel to be a part of VNU-HCM brand 100% 5.3 81.1% 1.7 18.9% 100% 5.3 79.7% 1.7 20.3% 100% 5.7 90.4% 1.3 100% 5.5 83.5% 1.5 16.5% 100% 5.4 83.2% 1.6 16.8% 100% 5.8 89.7% 1.2 10.3% 100% 5.9 91.8% 1.1 100% 5.2 74.9% 1.8 25.1% 100% 5.4 80.4% 1.6 19.6% 100% 5.6 85.2% 1.4 14.8% 100% 4.7 61.2% 2.3 38.8% 100% 4.6 62.2% 2.4 37.8% 100% 5.5 82.1% 1.5 17.9% 100% 5.2 79.4% 1.8 20.6% 100% 5.5 83.8% 1.5 16.2% 100% 5.3 83.8% 1.7 16.2% 100% 5.4 82.5% 1.6 17.5% 100% 5.6 89.0% 1.4 11.0% 100% 5.4 77.7% 1.6 22.3% 100% 5.5 85.2% 1.5 14.8% 100% 5.4 82.5% 1.6 17.5% 9.6% 8.2% - 90- Survey response rate FREQUENCY University/institution of respondent Frequency Percent Valid International Uni Valid Percent Cumulative Percent 42 12.9 12.9 12.9 Others 30 9.2 9.2 22.1 Uni of Economics & Law 42 12.9 12.9 35.0 Uni of Technology 44 13.5 13.5 48.5 Uni of Science 49 15.0 15.0 63.5 Uni of Social Science & Humanities 54 16.6 16.6 80.1 Uni of Technology 65 19.9 19.9 100.0 326 100.0 100.0 Total Information - 91- ... member university The research ? ?The Gap Between Brand Identity And Perceived Brand Image: The Case of Vietnam National University – Ho Chi Minh City aims to identify the gap between VNU-HCM brand. .. VNU-HCM brand identity and brand image? - Is there any possible gap between the VNU-HCM brand identity and brand image? - How much is the gap between the VNU-HCM brand identity and brand image? ... image, the study ? ?The Gap Between Brand Identity And Perceived Brand Image: The Case of Vietnam National University – Ho Chi Minh City (VNU-HCM) will measure and visualize the gap between brand