Measuring brand equity becomes an important part in the organization, especially college. By mea-suring the brand equity, the college would be more understanding about its brand awareness, brand asso-ciation, perceived quality, and brand loyalty. The Research problems were: (1) How were the students’ per-ception about STIE Surakarta brand awareness?(2) How were the effects of brand association and perceived quality on brand loyalty. The samples of this research were 120 students of STIE Surakarta. The analysis used description and Structural Equation Modeling (SEM). The results showed that (1) the brand of STIE Surakarta occupied 3rd position in the minds of consumers; (2) Brand association had positive but insigni-ficant effect on loyalty and perceived quality had positive and significant effect on brand loyalty.