Our call for papers was in response to the numerous unanswered questions on brand equity (Christodoulides and de Chernatony, 2010) despite extensive research on and significant advances in our understanding of its conceptualization (e.g. Aaker, 2001; Keller, 1993), measurement (e.g. Pappu et al., 2005) and management (e.g. Yoo et al., 2000). Not surprisingly the ebook has received an overwhelming response with more than 60 submissions. We have selected eight papers that examine a variety of themes including new ways of measuring and developing (e.g. CSR, brand spokesperson, new branding strategies, and copycat practices) brand equity. While these papers offer rich and varied contributions to the literature on brand equity, many of the important questions raised in the call for papers remain still unaddressed.