This study aims to analyze the brand image of ten private universities majoring in Economic in the
region of Bogor from the perspective of twelfth grade high school students. Other objective of this research
is also to analyze these students’ preference and interest for further studies. The primary data are collected
using questionnaire through survey method with convenience sampling technique with the size of 200 high students
located in Bogor, both public and private school. The results show that overall, majority of respondents were
not aware of the private economic school in Bogor. The image of ten private universities majoring in economic
known by respondents generally dominated by the statements of easily finding jobs, good quality and well
reputed. Both brand image and respondents’ preference significantly influences the students’ preferences for
further studies in the field of Economic for several private universities.
Keywords: brand image, brand preference, consumers’ interests.