Brand Equity of a Private Catholic College in Negros Island, Philippines

Abstract

One of the best treasures a person can possess is education; it prepares him for his future workplace and the life he wants someday (Naparan & Balimbingan, 2020). This paper investigated the brand equity of a Private Catholic College in Negros Occidental, Philippines, focusing on brand equity in brand loyalty, brand association, brand awareness, and perceived quality. Aaker's brand equity model was utilized as the theoretical basis of this study. The researcher used the quantitative descriptive and comparative research design. The study's respondents are all college students enrolled in a Private Catholic College for the second semester of 2021-2022. Results found that older students, females, and students of Department C have higher perceptions of brand equity towards the private catholic college; that when brand equity dimensions are compared to age, there is evidence that shows a significant difference, especially in the dimensions of brand loyalty, brand association, and brand awareness. In the brand loyalty dimension, it was found that there are substantial differences in students' responses regarding their sex. When students are grouped and compared with the program, it was found that there are significant differences in brand equity. The researcher concluded that the brand equity of a Private Catholic College in Negros Island, Philippines is essential for students enrolled in 2021-2022, especially in brand loyalty, brand association, and brand awareness.