This document summarizes a study examining the relationship between consumer-based brand equity (CBBE) and sales-based brand equity (SBBE). The study analyzed data on 441 brands across 25 product categories over 10 years. It found a positive correlation overall between CBBE dimensions (relevance, esteem, knowledge) and SBBE. However, not all CBBE dimensions were equally correlated - relevance and esteem showed the strongest correlations with SBBE, while the energy/differentiation dimension did not. Additionally, brands with higher CBBE showed stronger response to marketing actions like features/displays and advertising, but a weaker response to distribution changes.