Avaliação do brand equity de uma instituição de ensino superior por meio da ressonância de marca e seus componentes

This paper purpose was to measure HEI brand equity through the six blocks - prominence, image, performance, feeling, judgment and resonance - of the Brand Resonance Pyramid. Besides that, confidence in the brand was measured and the correlations between the brand resonance blocks themselves and trust were calculated. 491 questionnaires were applied to the students who studied in four campuses of an HEI. The results indicate that the HEI has the strongest blocks of the Brand Resonance Pyramid in terms of the prominence, image, and judgment of the brand. In addition, as described in theory, brand equity begins with brand prominence and ends with brand resonance. However, for brand resonance to occur, the previous blocks must be reached from the consumers’ perceptions. Correlations between the blocks were also calculated and the nomological validity was reached. In the case of the trust, it has a great correlation as also described in theory. HEI has a good image and is easily recognized and remembered by its students, but it needs to improve mainly aspects related to brand resonance and brand trust.