Public higher education institutions do not have the infrastructure and capacity to accommodate all South Africa's tertiary students. This provides an opportunity for private higher education institutions. This study focuses on developing a theoretical model to measure and manage brand loyalty in a private higher education institution. The study also addresses the variables that encompass the brand loyalty model. The advent of brand loyalty has led to an increase in interest in how brands are managed. Previous studies have focused on brand loyalty in the FMCG, banking, health care, and fashion industries. However, limited research has focused on South African brand loyalty in the private higher education sector. Brand loyalty can only be managed if measured, measured, and the relevant variables (antecedents) must be identified. The existing frameworks for managing brand loyalty must be adapted to higher education. This study aims to develop a theoretical model to measure brand loyalty in a private higher education institution. Antecedents and measuring criteria are identified using a review of the review of validated brand loyalty models and recent research. The literature study identified ten fitting antecedents using relevant measurement criteria to measure brand loyalty in a private higher education institution. These findings were used to develop a theoretical model ready for empirical validation.