The 4 types of brand equity are the four essential pillars that build a brand in the first place. These are, namely, brand awareness, perceived quality, brand associations, and brand loyalty. If you look really closely, you will find that they flow in the exact sequence using which someone decides the credibility of a system.

1. They first become aware of a new entity that has come to exist.
2. Then they analyse it for quality, and measure how much of it, if at all, exists.
3. Then they form associations of this entity with the current experiences or emotions they know.
4. And lastly, they decide if they want to continue to associate with an entity that reminds them of those experiences and emotions. 

The truth is, most people lose their branding game at brand loyalty acquisition. They waste time trying to find the experience most people perceive as positive and worth retaining. But, when you are speaking to everyone, you are speaking to no one. In an effort to have them all, they have none.