Building a school brand is a very strong advantage competitive for non-public high schools in Vietnam today. Therefore, school branding management is an urgent problem for non-public high school managers. Each school has its own characteristics with its own development goals, so there might be many suitable measures to implement school brand management. The choice of measures and how to implement them depends on the capacity of managers, the school’s pedagogical body as well as taking into account the factors affecting the environment inside and outside the school to create the feasibility and effectiveness of each measure. This article focuses on proposing brand management measures at May Primary & Secondary School, Hanoi city including: Building the school’s mission, vision and core value system
Implementing brand positioning strategies and school brand marketing programs
Connecting and building brand values from cadres, teachers, staff and students in non-public high schools
Developing the competitiveness of non-public high schools.