Development of a Methodology for Assessing the Brand Equity of Higher Education Institutions

Abstract

In today's competitive environment, where higher educational institutions are struggling to improve the quality of education and achieve financial stability, the concept of Brand capital has appeared as a (decisive) factor affecting their
success.
However, the unique characteristics and goals of higher education institutions require tailored methodologies to assess them through Brand Equity.
This article argues that the implementation of a comprehensive evaluation methodology through Brand Equity in higher education institutions is effective. Brand equity methodology combines quantitative and qualitative indicators based on
established marketing principles, as well as specific attributes of educational institutions. Awareness of brand equity allows higher education institutions to assess their potential using accepted quality indicators. At the heart of the brand equity methodology is the integration of the intellectual capacity of stakeholders, including students, alumni, faculty, and
administration.

From this point of view, in the research, the Brand capital, which reflects the multifaceted activities of institutions, serves to ensure the long-term stability of the dynamically growing quality of education by evaluating the effectiveness of observations and initiatives, providing practical insights.