MANAGING UNIVERSITY BRANDS IN THE CONTEXT OF DIGITAL TRANSFORMATION AND GLOBAL INTEGRATION A CASE STUDY ON PRIVATE UNIVERSITIES IN HANOI, VIETNAM Hoang Thi Minh Hue, Nguyen Trung Kien (VNU University of Education) Abstract This research explores the level at which digital transformation contributes to the knowledge and interactions for brand management activities in private universities in Hanoi, Vietnam We identify challenges and requirements for digital transformation in order to create deep i[.]