This article discusses Keller’s Customer Brand Equity Model and Kapferer’s Brand System Pyramid Model. It explains how to build brand equity and create brand value. It also highlights the importance of brand equity and brand value. The article is based on the works of Keller, Godey, Manthiou, Pederzoli, Rokka, Aiello, Donvito, Singh, Zhang, van Doorn, and Leeflang.