This study evaluates the influence of brand equity toward the third party fund collection performance among the top 10 banks in Indonesia. The research model used in this study is the research model proposed by Kim, Kim and An (2003) in the Hotel industry in South Korea. The difference of the research object, namely the banking industry compared to the hotel industry, represents the testing of this model on a different type of service business. The finding of this study then shows that brand equity influences the different level of third party fund collection as there are significant diference, in brand equity components (awareness, brand image, perceived quality and brand loyalty among the top 10 banks and there are correlation between the brand equity components with third party fund collection. As third party funding collection ability is a strategic ability in the banking industry, the findings of this study than support the importance of brand building activities by banks to achieve a more competitive position in the market.
