The study seeks to identify factors affecting the choice of a university by first–year Business Administration students in Vietnam. Probability sampling is using Stratified sampling of 500 students from five private universities in Ho Chi Minh City surveyed by convenience sampling. This paper employs mixed research methods – measuring Cronbach's Alpha, EFA, Regression and using PATH model – to test the hypotheses of the research model. The results of the study identify five factors: Prestige, Geographical location, Facilities, Attractiveness of the field and Media. All these factors have a positive influence on the standing of the university brand. It means that the higher the Prestige, Geographical location, Facilities, Attractiveness of the field and Media, the higher the university brand. The results indicate that Geographical location is the most influential factor to enhance the private university‟s brand. Bringing Geographical location is, thus, advisable to enhance a university standing. The brand plays a determining role in students' trust when selecting a university. Media is still the top concern of new students when they choose to study at a university. Media still remains an important consideration for new students when choosing a university. So, this factor should be utilized by universities to enhance their attractiveness.

Abstract
1. Introduction
2. Literature Review
    2.1. Brand
    2.2. University Brand
    2.3. Students’ Selection of University
    2.4. Hypothesis
3. Research Methodology
    3.1. Operationalization
    3.2. Qualitative Research
    3.3. Quantitative Research
4. Results
    4.1. Scale Reliability
    4.2. Exploratory Factor Analysis (EFA)
    4.3. Regression Analysis
    4.4. PATH Analysis
5. Discussion
6. Managerial Implications and Conclusion
References

• Hung Quang LE(Faculty of Business Administration, Ho Chi Minh City University of Technology (HUTECH)) Corresponding Author