Purpose: The objective of the research is to evaluate the experiential branding practices of a higher education institution (HEI) in India against student perceptions. Design/methodology/approach: Using a mixed-method approach for data collection, a range of relevant attributes of the experiential brand identity of the HEI was constructed. A quantitative technique called conjoint analysis was then used to understand the student-evaluated brand experience from the average relative importance of attributes and average part-worth utilities. Findings: The study concluded that among the brand attributes of the HEI, course delivery had the highest relative importance among students, whereas price had the maximum elasticity. Practical implications: This study demonstrates how a differentiated brand identity of an HEI can be built using student perceptions. HEIs can use this model to strategize brand expansion by forming meaningful external partnerships to fulfill this objective. Originality/value: The study is novel and innovative in the Indian context where relatively little attention has been paid to the assessment of experiential brand identity in higher education. The research takes the first step in deconstructing the experiential brand architecture into relevant attributes and assessing their impact on student preferences.