Symbolic images stand for more than simply what appears before the eyes. They represent a deeper meaning behind the image – something. The symbolic images in public communications, and techniques of their application as an instrument of forming desired ideological models within social consciousness, as well as consider principles of social psychology that enable successful application of communication technologies to a target audience by appealing to their image thinking. Applied methods of the research are: sociocultural, historical, and content analysis, this article focuses on analyzing the significance of symbol image in public communication strategies and its impacts on brand building, trust establishment, and fostering a positive interactive environment with the public. Based on lessons drawn from practical public communication activities of Thu Dau Mot University, the article proposes additional measures to enhance the effectiveness of the unit's communication and their potential application to specific cases, contributing to the development of the field of public communication.

Dai Dao Tam Ky Pho Do [The Great Way of The Third Amnesty Era] (shortly Caodaism) is an indigenous religion established in southern Vietnam in the early 20th century. Being one of the new religions in the region, Caodaism has been constantly developing and attracting quite a great number of followers of over three million. The doctrine of Caodaism is a synthesis of the Three Religions, e.g. Confucianism, Buddhism and Taoism together with elements from some other religions. The doctrine is not only shown in scriptures, religious structure, but also expressed through symbols in architecture, rituals and costumes. To a certain extent, it is thus essential to understand the symbolism of the Holy Temple – the most important one of the symbolism system so that we can fully comprehend Caodaism. The Temple is the most solemn and sacred place in Cao Dai Tay Ninh Holy See. It carries both philosophical and esoteric meanings as an emblem of cultural syncretism. The study of the Holy Temple symbol will elaborate further Caodaist doctrines in a relationship with the cultural context of the Southern region.