This article discusses the impact of brand association, brand image, and brand loyalty on brand equity. Brand equity is the value that a brand adds to a product or service, and is influenced by a customer's perception of the brand. The article suggests that brand association, brand image, and brand loyalty are critical factors that affect a customer's perception of a brand, and therefore have a positive effect on brand equity. The study uses a quantitative approach and structural equation modeling to analyze the data and assess the relationship between these variables. The findings of the study suggest that brand association, brand image, and brand loyalty have a positive impact on brand equity. These findings can be useful for brand managers looking to enhance the equity of their brands.