I.

Introduction
II. Research Methodology
III. About Branding
1. What is brand?
Brand is the personality that identifies a product, service or company (name, term, sign, symbol, or
design, or combination of them) and how it relates to key constituencies: Customers, Staff, Partners,
Investors etc.

2. What is branding?
3. The need of branding for enterprise today
4. Criteria of a good brand
5. Criteria to branding:
- Awareness
- Trust
- Regard
- Admiration

- Energized Differentiation
- Relevance
- Esteem
- Knowledge

6. Branding a school
7. Branding a faculty
8. Branding in Vietnam in general and in Vietnamese University in
particular

IV. Branding FBE

1. Introduction about FBE
2. Review on FBE's brand image
- Its value
- Its driver idea
- Its promise
- Its website
- Its reputation
- Its promotion
- Its event
3. The need of rebranding the faculty
4. Recommendation:
- Create driver idea
- Redesign logo
- Redesign website
- Create a brand voice, brand sound
- Prepare for the events
- Consistency within the faculty

Questions:

- to look at FBE as a school and as a unit of education market

- to examine the FBE’s brand image

- to branding FBE faculty, thus reveal the development path for the faculty