Prioritizing components of university brands by using the integrated Delphi and AHP methods

Abstract

Branding is a crucial strategy for universities to gain an advantage over their competitors in the face of increased competition in higher education, especially in admission activities. This study aimed to identify and prioritize the university brand components that influence the attraction of prospective students. In this study, the Delphi method is combined with the analytic hierarchy process (AHP) to identify eight factors, comprising 31 subfactors that constitute the university's brand. These factors and subfactors are then prioritized in attracting prospective students. The data were gathered through four rounds of interviews with experts who were leaders or individuals with extensive experience in communication or enrollment at member universities of Vietnam National University, Hanoi. The research findings indicate that the five factors considered to be the highest priority in attracting potential learners are the university's training program, reputation, human resources, financial policies, and communication activities. Additionally, this study presents the priority rankings of 31 subfactors.