Measuring and Comparing Brand Equity of Bahria University with other Universities (Iqra, Air, NUST and FAST)

Abstract

Study is conducted for measuring brand equity of Bahria University in comparison with four other institutes i.e. Air University, Iqra University, NUST and FAST. Analysis of literature revealed ways for measuring the concept of brand equity. On the basis of different researches it was concluded that brand awareness, brand associations, perceived quality and brand loyalty are four dimensions that can be used for measuring brand equity of educational institutes. Open-ended questionnaire was developed and analysis was based upon descriptive statistics i.e. frequencies. Secondly, to justify the responses and to develop relationships between variables to measure brand equity, Correlation is used. In addition to this, Regression will be used in order to identify the relationship between one variable and the others.