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ii During the past 15 years, brand equity has been a priority topic for both practitioners and academics. Despite the attention it has received during this period, no consistent measure of brand equity has been adopted. In Chapter 2, I propose a new framework for conceptualizing brand equity that distinguishes between brand equity, conceived of as an intrapersonal construct that moderates the impact of marketing activities, and brand value, which is the sale or replacement value of a brand. Such a distinction is important because, from a managerial perspective, the ultimate goal of brand equity research should be to understand how to leverage equity to create value. In Chapter 3, I develop a measure of brand equity that is consistent with the framework introduced in the previous chapter, but is based on an empirical procedure that utilizes the loadings produced by an unconstrained factor analysis model that is applied to binary consumer response data collected by the Procter & Gamble Company (P&G) for brands from four product categories and five countries (17 total markets)