Brand has become a necessary part in our daily life. The product, when becomes a brand, promises quality, trust and distinct place in a range of choices. Brand equity can corrode either because of negative experiences or because of positive new information about substitute brands. Brand equity makes a customer faithful with the product irrespective of its price. In telecom sector, brand equity is valuable assets of every company and it should be made to nurture. This study intends to examine the mediating effect of brand awareness on the relationship between brand loyalty, brand image and brand equity in telecom sector of Mirpur, Azad Kashmir. A sample based on 200 customers, using structural equation modeling approach, brand loyalty and brand image are found to have positive effects on brand awareness. The findings of this study suggest that the brand awareness fully mediates the effect of brand loyalty and brand image on brand equity.
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