What is Brand Equity ?

Hmm, what is Brand Equity, what are it's differences with brand?. Brand Equity is the value of a brand that is felt or thought by customers. For example, I personally as one of the Coca-Cola’s consumers think that the brand of Coca-Cola is kewl, suitable for hanging out, but ‘toxic’ a.k.a is not healthy for the body if I drink it too much n too often. Brand Equity is a connector between what customers felt about a brand in the past, in the present, and in the future. If Brand Equity of a product in the past is good then with doing marketing programs and IMC that don’t change drastically the value of that brand in the customer’s mind then its Brand Equity in the future will be good too or shall be better than its in the past.