This study focuses on brand management, marketing & promotional practices which are incorporated in Higher Education Institutions (HEIs), more specifically with reference to universities in hyper competitive geographic regions where demand and supply between students & HEI show considerable variations. To cope with this, the prime objective of this study is to create a promotional strategy for the Higher Education Institutions/Universities, which ultimately leads to their brand management in the wider perspective. Thus, the literature reviewed at first hand comprises of Branding concepts i.e. Brand identity, brand personality, Identity vs. Image, brand perception etc. Also, the primary sources of data collection contributes to comprehensive and self-explanatory questionnaires which have been targeted at graduate and post graduate students, so as to get a better idea of their perception, expectation and beliefs about the effects of branding & promotional strategy on their selection process. These questionnaires, though close ended in nature depicts valuable observations, which are then further carried to create an effective promotional Strategy. Also, few unstructured yet informative interviews had been conducted with higher management of various universities in Pakistan, so as to get a profound picture of their view and expectations regarding branding of HEIs.