This research empirically attempted to assess the effect of brand familiarity and perceived ser-vice quality on brand image as well as to explore the position of brand image on student satis-faction in addressing previous efforts' mixed outcomes and bridging the gaps in the private higher education area. The data were collected from students of Jadara university in Jordan. PLS-SEM methods were used to test hypothesized relationships on a sample of 112 students. The findings show that familiarity with the brand and perceived quality of service had an important and beneficial connection with the image of the brand. Also, there was an important and positive connection between brand image and students’ satisfaction. The revision has dis-cussed the finding and an implication compared with past studies. These findings have significant implications for private higher education institutions that may be taken into considera-tion when developing their marketing plan. The finding will help design strategies to increase students’ satisfaction and improve brand image. It has also presented some of recommendations for upcoming investigation.