This study was to examine the influence brand identity, brand meaning, and brand image on brand equity as a result of the formation of a strong attachment, commitment, trust, and overall satisfaction from the perspective of students and alumni. From the proposed conceptual model is then formed 27 hypotheses and classified into 10 variables (exogenous and endogenous); perceived quality, reputation, brand image, brand meaning, brand identity, attachment strength, satisfaction, trust, commitment, and brand equity. The study was conducted on online survey contains 36 items statement measured by the Likert scale 1-5 and the samples taken as many as 120. The empirical results show that two hypotheses was rejected with a negative association, four hypotheses rejected as insignificant, and 21 hypothesis is accepted. The output of software Smart PLS leads to the two improvement path in the conceptual model. The first path is namely brand equity-satisfaction-brand image-reputation. The second path is namely brand equity- commitment- attachment strength-brand meaning-reputation. It can be concluded also that the exogenous variable which is the most influential is reputation. In this study is proposing improvements that can be made by the management of Diponegoro University in improving the attachment strength which is owned by alumni and students thus builds the brand equity of the university