1. CONTENTS (1) RESEARCH OBJECTIVES The purpose of this study has researched the effect of sources of brand equity(brand awareness, brand image, the recognized quality of brand) on customer attitude, purchase intention. (2) RESEARCH METHOD This study was focused on survey analysis. The data for this analysis were collect from the questionnaire. The study followed more than 200 adults number of people living in living in a metropolitan district. Especially this study used to the ANCOVA by AMOS. (3) RESEARCH FINDINGS In the results of this survey. In the results of this survey, the most important is to improve apartment brand equity. 2. RESULTS First, brand awareness was found to have a significant effect on customer attitude and purchase intention. Second, brand image was found to have a significant effect on customer attitude and purchase intention. Third, the recognized quality have the positive relationship with customer attitude and purchase intention.