Abstract
This paper is focus on combining the brand valuation with brand equity management to build a structure of managerial conception for brand equity management through analyzing all kinds of brand valuation methods. In another words, the structure can help brand managers to get the useful information to solve the financial and managing issues, and to provide help in making strategies during brand lifecycle. Besides, the paper is providing a case study of A cosmetics to further explain and apply the structure. Finally, this paper concludes by discussing implications for the structure, practice, and future research.