Branding has recently become a strong competitive weapon for universities. Although there is a growing body of research on branding efforts by universities to enhance brand equity, limited attention has been given to the role of public relations (PR) in achieving brand equity for universities, particularly from a less developed country perspective like Ghana. Hence, using the signaling theory, this chapter sought to investigate the effect of PR on university brand image, identity, and reputation, as well as how these factors influence higher education (university) brand equity with specific reference to Ghana. This quantitative cross-sectional survey used SmartPLS to run the analysis with 625 respondents. The results show that PR significantly impacts a university's brand image, identity, and reputation. The results also indicate that university image and identity significantly influence university brand equity. Additionally, the result shows that the reputation of the university significantly mediates the relationship between university brand image, identity, and university brand equity.