Organizational culture and brand image formation: A study at the banking academy of Vietnam

In a transitioning economy like Vietnam, brand building, in general, and branding for educational institutions like the Banking Academy in particular, has only been addressed in recent years. Many universities, especially long-standing public institutions, still adhere to the belief that “good wine needs no bush,” showing little concern for this issue. Despite the ambition of many universities to be of regional and global quality, they have yet to accurately define their current positions. However, amidst globalization, with the entry of numerous foreign universities into Vietnam, the Banking Academy faces many challenges. Under such circumstances, the Academy must adopt a serious branding strategy to ensure sustainable growth and development. For the Banking Academy, building and developing a brand image has become an urgent priority. Moreover, changes in cultural factors will help to enhance and affirm the brand of the Banking Academy. Therefore, studying the role of cultural factors in forming the brand image of the Banking Academy is extremely important and necessary. Based on the research of secondary and primary data and understanding the role of culture in shaping the brand image of universities in general and the Banking Academy in particular, the authors identify factors that impact the brand image, such as innovation, training development, and rewards that influence the brand of the Banking Academy. The study also identifies factors that have not significantly impacted the brand image and proposes solutions to help the Banking Academy maintain its position and affirm its brand value in the knowledge market while keeping pace with the current trend of digital transformation in education.