Increasingly, higher education institutions (HEIs) are using different signals in attracting students to enroll with them. This study explores the signals sent by HEIs and determines through factor analysis that placements, brand name, and infrastructure act as the attractive signals that influence students' choice of HEI in India. The authors develop a structural equation model using the partial least square method and show that brand name and placements are the main factors that contribute to the HEI's brand loyalty.