Abstract: Brand equity is a research focus in marketing. This article reviews results of brand equity and discusses the process of how brand equity yields and functions. It was indicated that brand equity is, a. consumer抯 knowledge of the brand and consists of memory associations between the brand name and conduct category, conduct evaluation, and other associates. b. brand equity depends on marketing campaign and consumer experience and, c. it influences sales of conduct and brand extension.

Key words: brand equity, brand name, conduct evaluation.