In the context of an increasingly competitive and globally evolving educational landscape, the brand identity of higher education institutions plays a pivotal role in attracting students. This study applies Aspect-Based Sentiment Analysis (ABSA) to 2,816 discussions about the University of Economics Ho Chi Minh City (UEH) on Facebook using a proposed Multi-Task deep learning model, achieving 0.79 accuracy in aspect extraction and 0.62 accuracy in sentiment classification. Prominent aspects such as Education Programs, Career Opportunities, and Staff, with an impressive 65.3% positive feedback, are notably recognized for their excellence. Nevertheless, certain aspects, including Facilities and Student Finance, require attention for further improvement. Based on these findings, the study provides recommendations to enhance UEH’s brand identity.