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The growth and development of non-vocational Indonesian universities totaling 2,141. Under the ministry Kemenristekdikti, which is in great demand in Indonesia because of their popularity and prestige both public and private and various associations, positive images and images in the eyes of prospective customers, especially state universities can be associated only for those who are intelligent so competition to enter state universities is very tight. The Permendikbud no.24 of 2012 and Permenristekdikti Regulation No. 15 of 2018 article 1 points 9-18 concerning the implementation of distance education at universities that have opened opportunities and opportunities for universities other than Open Universities (UT) to organizing distance education. This is a threat and also an opportunity for UT and the tertiary institution to become a competitor of UT. This reality requires UT to increase the quantity, quality and service. In marketing management there are various strategies that can be applied to maintain the life cycle of an organization in dealing with competitors including the Open University, one of which is to pay attention to the attributes of the organization. One of the most important attributes is the brand. Brand equity is closely related to the level of brand recognition, the quality of the brand that is believed, the association of a strong mental and emotional as well as other assets (Kotler, 2007). The purpose of this study is 1) Knowing the level of significance of each element of the brand equity variable in building an Open University, 2) Knowing the series of promotional programs that have been carried out, their strengths and weaknesses and whether those efforts have shaped the image desired by management and 3) To find out whether the UT promotional effort is able to increase customer loyalty. The methodology using SEM PLS with a sample number of 200 people was carried out in Palangkaraya, Research Results and Conclusions and Suggestions This indicates the influence of Brand Image H1 on Brand Awarness of 12.8, H2 Brand image has a significant effect on the Association Based on the t-statistic value of 10.7, H3 Brand image has a significant effect on Quality Based on t-statistics 9.87 ,. H4 The effect of Brand Image on Loyalty is 5.64, the value above is greater than the t-table value of 1.98 for a significant level of 0.05 (5%). UT brand image in the eyes of students is easy to remember, especially the UT logo, but for non-customers who do not know about the logo. Loyalty of a brand is a picture of the relationship of customers in a brand, this measure can affect the thinking of consumers for the selection of products or services. UT brand is only thinking about the students, there needs to be innovations to be able to introduce UT to remote areas as well as UT brand awareness in terms of computerized services that have many network constraints and collaboration with vendors in the IT field is needed to strengthen the in