By reviewing the most influential works of the last decade, where the concept of brand equity was applied we discuss the different conceptualizations and measures of the construct used by scholars. We return to Feldwick’s 1996 brand equity classification in order to integrate existing research into a single brand equity framework. As a result a systematic view on the brand equity conceptualization is argued, a new approach is introduced as to how brand equity measures should be chosen and insights are presented regarding where brand equity research should go in the future.