Influence of Brand Equity on Choice of University: A Study of First-Year Students in South African Universities

This study investigates the role of organisational brand equity, specifically brand image, corporate identity, and reputation, in the university selection process for prospective students. Using Walter Sisulu University (WSU) as a qualitative case study, this research addresses a gap in the literature concerning how these factors influence choices within a uniquely positioned, regional university. Data gathered through interviews revealed that while brand equity is a significant factor, student decisions are multifaceted. WSU's reputation is primarily shaped by word-of-mouth, media narratives, and influential personal networks, such as family members and schoolteachers, many of whom are alumni. Key decision-making factors identified include academic reputation, affordability, location (proximity to home), and future career prospects, alongside brand perception. The study concludes that to strengthen its brand equity and attract students, WSU should strategically focus on delivering quality education, improving infrastructure, and actively promoting its alumni success, research output, and industry partnerships. These actions are essential for solidifying its position as a leading regional institution. Received: 22 September 2025 / Accepted: 12 December 2025 / Published: January 2026