Strong brand equity has became a very important factor that influences consumer's perceptions of a brand. Success in brand management arises from understanding and managing brand equity correctly to produce strong attributes that will influence consumers when making their choices. Working as a marketing executive for the Chevrolet brand in Qatar, has pushed me more to investigate the brand equity dimensions and the relationship with the dealership. Integrating the dealership as an additional dimension for the brand equity is a concept that can fit any dealership around the globe. In the era of ...