The aim of this study is to investigate the impact of traditional marketing activities on the university’s brand image and reputation with the mediating effect of customer value co-creation behavior. By focusing on a variety of traditional marketing activities, this study aims to create a sense of how universities and students work together and co-create value with each other to enhance the image and reputation of universities. The competition among higher education institutions has been increasing for increased enrollment of students. The research design applied is quantitative and deductive research approach has been used. We used partial least square equation modelling (smart PLS-SEM) for measuring reliability, validity and final data analysis. The sample of this study comprised of 300 students from five public and private sector universities in Lahore. Findings of the study support the favorable benefits of traditional marketing activities (TMA) such as TV ads, print ads and Word of mouth (WOM) on customer participation and citizenship behavior. The study emphasizes the importance of customer value co-creation behavior in enhancing the university brand image and reputation.