Abstract: There have been three general models to evaluate brand equity: financial market-based brand equity, product market-based brand equity and customer-based brand equity (CBBE). And CBBE model is in the domain of brand equity research. Then, is there a need for the fourth model to evaluate brand equity from other perspective? Recently some researchers point out that CBBE model based on the “cognitive” paradigm suffers from challenges with new norms and disciplines integrated into the brand equity field. So the new model to measure brand equity is needed. The author constructs the fourth brand equity model---interaction-based brand equity (IBBE) initially in the global marketing research. The IBBE model demonstrates the dimensions and correlations of brand prototype, brand relationship emotions and brand equity. And brand relationship driving force as the key variable is firstly introduced into the brand equity model. The IBBE model can not only overcome the limitations of the three brand equity models proposed previously but also make a comprehensive evaluation of brand equity under an uncertain environment. The findings can improve measurement and management of brand equity and the present research can contribute more to promoting China’s brand equity research, giving rise to brand equity theory development in the world.

Key words: brand prototype, brand relationship affection, brand relationship-driving force, brand equity