Analyzing Customer-Based Brand Equity (CBBE) of Urdaneta City University

This study evaluated Urdaneta City University's Customer-Based Brand Equity (CBBE) in the contexts of brand resonance, brand identity, brand meaning, and brand responsiveness. It specifically sought to ascertain the degree of perceived CBBE via Keller's hierarchical brand equity creation framework. Survey responses from students and alumni served as the main stakeholders in this descriptive-quantitative study design. A standardized Likert-scale instrument was used to gather data, and weighted mean analysis was used to evaluate the degree of brand equity in each dimension. The results indicated that the university has a moderately high degree of psychological attachment and sense of community in brand resonance, favorable functional and symbolic brand associations in brand meaning, positive brand judgments and affective responses in brand response, and high levels of brand salience and cognitive awareness in terms of brand identity. Variations across variables, however, point to unequal development in behavioral loyalty, experiential engagement, and top-of-mind memory, suggesting a partial advancement toward complete brand equity maturity. In essence, the university shows a solid foundational CBBE structure with positive cognitive and affective evaluations, but it has deficiencies in higher-order dimensions like active loyalty, conative engagement, and persistent brand advocacy, indicating the need for additional relational brand equity consolidation.