Các yếu tố tạo dựng và phát triển thương hiệu trường học: Nghiên cứu thực trạng tại các trường tiểu học ngoài công lập vùng Đồng bằng sông Hồng

Tóm tắt

In the context of strong diversification of school models in Vietnam, non-public primary schools in the Red River Delta are facing increasing pressure to compete not only on educational programs and facilities, but also on reputation, parental experience and brand image in the community. Identifying the factors that build and develop the school brand is therefore essential for both research and practice. A quantitative survey of 578 valid respondents (12.5% managers; 87.5% teachers and related staff) using a 5-point Likert scale demonstrates that the measurement instrument consisting of 22 items has exceptionally high reliability (overall Cronbach’s Alpha = .993; subscale Alphas ranging from .976 to .989), with KMO = .986 and a statistically significant Bartlett’s test (χ^2 (231)=84,884.606,p<.001). All four factor groups—Brand Alignment, Parental Experience Journey, School Reputation and Trust, and Leadership Role—were evaluated at a high and relatively uniform level (group mean scores ranged from 4.35 to 4.36, while individual item mean scores ranged from 4.30 to 4.44). Among these, the aspect of transparency and public disclosure of teaching and student care information achieved the highest level of consensus (Mean = 4.44, SD = 0.648). The findings suggest that developing the brand of non-public primary schools should be approached as an integrated governance process, in which the brand is built not only through communication but also through experience quality, trust, organisational culture, and school leadership competence. Schools should shift from a communication-centred mindset to an experience-based brand governance mindset.