Consumer based brand equity plays a vital role in contemporary marketing. Firms with highrnbrand equity have the privilege of having higher consumer preferences, high stock returns,rngreater loyalty, less vulnerability to competitive marketing actions, less vulnerability tornmarketing crises and larger margins.rnThis research study aimed to explore the most influential factors that are behind the brand equityrnof Coca-Cola in Ethiopia. The most common and widely used conceptual framework of Aakerrnwas used. The model consists of five dimensions of brand equity namely perceived quality, brandrnawareness, brand association, brand loyalty and other proprietary brand assets such as patents,rntrademarks, and channel relationships. Among these dimensions, the first four representrncustomersâ€™ evaluations and reactions to the brand that can be readily understood by consumersrnand hence they have been widely adopted to measure customer-based brand equity.rnEven if the constructs of the dimensions have been empirically tested by other researchers, arnpilot test was conducted with 40 respondents. A total of 22 items were kept for the final analysisrnafter the failure of one construct due to low item total reliability. Out of the total of 490rnquestionnaires that were distributed, 470 were considered valid and retained for the analysis.rnBesides the questionnaire, an interview was conducted with the brand manager of Coca-cola.rnThe analysis was performed using frequency, cross tabulation, mean and standard deviation.rnThe model general fit revealed that the structural model was up to the standard requirement withrnresults of X/df = 2.31 (P