The current research investigates the effect of brand orientation on employees’ brand equity in The Egyptian private higher education institutions. There are four dimensions of brand orientation as follows; importance, consistency, differentiation, and intelligence were analyzed in relation to three aspects of employees’ brand equity; consistent behavior, endorsement, and allegiance. A survey has been collected from employees across multiple institutions, multiple regression analysis has been used for testing the hypothesized relationships. The findings indicate that brand orientation significantly and positively affects all the dimensions of employees’ brand equity, with brand consistency and intelligence emerging as strong predictors.