Abstract
We all see that newly established schools, the building of identity and brand image becomes more urgent and needs more attention than schools that have existed for many years. However, HUTECH University established in 1995, has undergone certain changes that require repositioning with the brand image. Therefore, the choice of educational institutions for this case study becomes more significant. The results of the study show that the factors that make up brand identity, which affect the brand image of HUTECH University from high to low, are: Brand Relevance (BRL) β= 0.357; Teaching Staff (TS) β=0.287; Brand Reputation (BRP) β= 0.200; Brand Personality (BPS) β=0.182; Brand Relationship (BRT) β=0.073; Brand Performance (BPF) β= 0.044; and Educational Opportunity (EF) β= 0.039.
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