CONSTRUCTING BRAND EQUITY METRICS FOR UNIVERSITIES

The absence of a specific brand equity metrics for universities warrants a research in this area. Existing brand equity metrics that have been developed to measure the brand equity of product or service brands are found to be insuffifienct in measuring the brand equity of university brands. As such, this research was conducted to identify key dimensions that can be included in university brand equity metrics. In developing the metrics, dimensions from the brand equity metrics of product and service brands have been adapted to fit the requirements in measuring the brand equity metrics of a university brand. Factor analysis on 27 dimensions have resulted in 12 key brand equity dimensions that universities need to focus on when developing their brand equity. Those dimensions include quality, trust, acceptance and heritage. The research has also revealed leadership as an important dimension in measuring the brand equity of universities.