Journal Press India^®

Author Details ( * ) denotes Corresponding author

Purpose: The research attempts to conduct a literature study using biblio-metric techniques to explore trends and research potential related to brand equity in higher education institutions.

Design/Methodology/Approach: The research uses secondary data collected by documentation through a reputable international journal repository database/Scopus. Data analysis uses bibliometric techniques assisted by the VosViewer program.

Findings: The results of the study show that the trend of research develop-ment related to brand equity in higher education institutions tends to increase even though it is seen to fluctuate with the most significant number of publications in 2020. The theme of brand equity in higher education insti-tutions forms seven theme clusters that are higher education brand manage-ment, brand communication management, building brand awareness and internationalization, building brand loyalty, the dimension of college brand equity, measuring brand equity from the student aspect, and consumer behavior in developing markets.

Research Limitations: The data have limitations in traces taken from 2008-2024. Managerial Implications: Based on the analysis of themes formed in seven clusters and research theme opportunities that have strong connec-tions between themes but are still rarely studied or minor.

Originality/Value: Literature on higher education institutions’ brand equity remains limited, so this bibliometric research provides a clustering of research themes and research opportunities related to this theme.

Keywords

University, Reputation, Brand Image, Competitive Advantage, and Education

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