DETEMINANTSOF BRAND EQUITY; THE CASE OF PRIVATE UNIVERSITIES IN ADDIS ABABA

Abstract

The general objective of this research is to determine brand equity in private higher educational institution to do so exploratory research and questionnaire were distributed and administered to find relevant information. To measure consumer based brand equity important variables like brand awareness, provider attribute, service attribute and symbolic attribute are scaled SPSS 20 was used to analysis the data. After the analysis key findings are established service and symbolic attributes proved to be very essential. To the contrary brand awareness attributes and providers attributes has no significant on the overall brand equity. This study tried to test customer based brand equity in the educational sectors and it provides an insight into private university students’ perception of different attributes of brand equity. This research helps analyze the value of brands and as of their competitors, develop their marketing strategies, marketing communication plans, building and managing the brands more effectively. This study limit itself to only private universities so further research should be done in order to examine different areas of brand equity in higher education.