Abstract \nPurpose –This study seeks to examine the practicality and applications of a customer-based brand equity model in the banking industry.\nDesign/methodology/approach – Based on Keller’s well-known conceptual framework of brand equity, this study employed structural equation modeling to investigate the causal relationships among the six dimensions of brand equity and overall brand equity in the banking industry. The present study used a sample of 384 actual consumers from 20 branches of first governmental bank-Sepah bank in Tabriz.\nFindings –The findings conclude that brand performance, brand resonance, brand salience and brand judgment are influential dimensions of brand equity. Feeling brand and imagery brand are uninfluential dimensions.\nResearch limitations/implications – Exploration of the literature does point to a gap that makes this work challenging– a seeming lack of knowledge underpinning the precise objectives of customer-based brand equity. \nPractical implications – The findings are relevant for marketing practitioners, researchers and managers as a starting-point for their customers, brand equity research.\nOriginality/value – This paper provides valuable insight into the measurement of brand performance, brand resonance, brand judgments and brand salience in the banking context and offers a foundation for future bank branding research.\nKeywords – Brand equity, banking industry, measuring model, structural equation modeling, \nPaper type – Research paper

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