Building Customer-Based Brand Equity in Higher Education: Applying Brand Equity Theory to an International Higher Education Marketing Context

This study applies brand equity theory to a higher education marketing context. The study uses the theoretical model developed by Kevin L. Keller on building customer-based brand equity and explores its application to this context. A case study research design was used to explore how four different Universities conducted international marketing activities relevant to the theoretical model. The result was an adaptation of the theoretical model for higher education. The theories consulted in this study were those concerning brand equity, and more specifically customer-based brand equity, and marketing of higher education. The findings provide evidence that the customer-based brand equity model can be applied to the higher education context and used to guide marketing activities for Universities internationally.