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University brand equity is believed to play a crucial role in influencing the students' selection process of a university. The main objective of this research is to enhance the understanding of brand equity in the university sector and explore implications for management practice. The research paper begins with a comprehensive review of the literature surrounding the issue of customer-based brand equity in service industries, particularly in the university context. The knowledge gaps identified in the literature, followed by the research questions, form the conceptual model and relevant hypotheses to examine the relationship between student experience with the university and university brand equity, through three dimensions of brand meaning- perceived value, brand personality and organisational associations. Quantitative data were collected via a self-completion survey.