Designing and Explaining of Student's Perception Model from University Brand

This study sought to evaluate factors influencing Perception of the university brand in Shahid beheshti university students Inorder toeffectively and strategicallymanageit. Inthisregard, the impact ofbrand commitment, brand essence and symbolic representation of brand were evaluated. The statistic population of this research is studentsof Shahid beheshti university. The sample size was determined by using the Cochran formula and that determined 372 subjects. For sampling used from non-random sampling method. Datawasgatheredthroughquestionnaire and analyzed by correlation and structural equationanalysisby AMOS.21. results indicate that the brand commitment and brand essence affect brand perception But symbolic representation do not have significant effect.