Abstract : In the evolving landscape of higher education, institutional branding has become a decisive factor influencing student enrollment, stakeholder trust, and institutional reputation. This study investigates the role of human capital—specifically faculty teaching experience and academic qualifications—in shaping the brand image of Higher Education Institutions (HEIs) in India. Drawing on the SERVQUAL model’s assurance dimension, the research explores how faculty attributes contribute to perceived service quality and institutional credibility. Using empirical data collected from 412 respondents and analyzed through correlation and regression techniques, the findings reveal that both teaching experience (A3) and academic qualifications (A4) significantly influence HEI branding (B6), with teaching experience emerging as the stronger predictor. Although the explained variance (R² = 0.056) is modest, the results underscore the importance of faculty competence as a strategic branding asset. The study concludes that faculty quality directly affects students’ perceptions of trust, assurance, and academic excellence—key components of institutional branding. It further suggests that HEIs should prioritize faculty development, recruitment based on qualifications and experience, and the strategic communication of faculty achievements in marketing campaigns to strengthen brand differentiation and stakeholder confidence.

Keyword : Assurance dimension, brand perception, faculty qualifications, higher education branding, Human capital, institutional image, SERVQUAL, teaching experience