Through the analysis of relevant literatures, this study classifies the different perspectives about brand equity and analyzes their relationships. Then, it chooses customers’ cognition which would determine the brand value and influence enterprises’ marketing decisions as the main analysis perspective, and reviews the researches about construct of brand equity. Based on the literatures review, this study constructs an integrated model of brand equity via the theory of attitude. Finally, this study gives some managerial suggestions for enterprises to build strong brand equity.