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The added value of brand to product and its importance have been mentioned since late 80’s(Farquhar, 1989;Leuthesser, 1988).Early research brought forth the issue more than thirty years ago and it is still the core indicator for the marketing of a brand while customers are key stakeholders. In 1990’s Aaker (1991) andKeller (1993, 1998) made valid contributions to the concept and the other academic researchers supported the competitive advantage of creating strong brand and successful brand management (Srivastava and Shocker, 1991; Kapferer, 1997; Lassar et al.1995).Aaker (1991) defines consumer based brand equity concept as “a set of brand assets and liabilities linked to a brand, its name, and symbol that add to or sub-tract from the value provided by a product or service to a firmand/or to that firm’s customers” (Aaker, 1991:15). Keller (1993) explained customer-based brand equity as "the differential effect of brand knowledge on consumer response to the marketing of the brand" (Keller, 1993:2)

Brand Equity in Frito Lay Chips: An Exploratory Research on Turkish Young Consumers in Covid-19 Days