Antecedents of brand image of a university

With demand for higher education increasing every passing day and the entry of corporates in the education sector, brand equity will play a very important role in influencing the admission decision of prospective students. Brand equity has got two components, brand awareness and brand image. Brand awareness includes recognition and recall of a brand; brand image consists of strong, favorable and unique associations that consumers have for a brand. This research paper talks about factors influencing an education institute's brand image. Based on literature review a 25 factors were identified that can influence the brand image of an institute. Using these factors, a questionnaire was prepared and data was collected from students of various schools, coaching classes and institutes of Vadodara city. Factor analysis was used for data reduction and 7 factors were extracted having influence on the University's Brand Image.