This document discusses brand equity and models for measuring brand equity. It defines brand equity as the added value provided to a product or service based on consumer perceptions and reactions to the brand. The document outlines several models for measuring brand equity, including the Brand Asset Valuator (BAV) model, Aaker model, BRANDZ model, and BRAND RESONANCE model. It also discusses the process of building brand equity through choosing brand elements, developing holistic marketing activities, and leveraging secondary brand associations. The document concludes by discussing approaches for measuring brand equity through brand audits and brand tracking over time.