Universitas Terbuka (UT) brand equity analysis in Bogor with Brand Equity Ten Model

Abstract

UT is a college that implement distance learning system, which provides the opportunity for prospective students to go to college but is hampered by time and space. Today has been the image of intercollegiate competition to try to perform better than competitors. One factor that can reinforce a positive image, which is one way to build brand equity or a strong brand equity, the result is to UT brand associations in the minds of consumers at an affordable price and time. While for loyalty measurement, high-switcher UT still means students have not loyal. Conslusions market share for UT still below average colleges in Bogor. Sugestions for improvement in terms of UT introduction to the community, build relationship customer management, service improvement planning and strategic targets.