Abstract: The research focuses on the use of different branding strategies, especially brand equity, in order to build brand loyalty. China is the fastest growing consumer market in the world. Studying the perception, attitude and purchasing behavior of Chinese consumers will help realize the value of branding and it is important to implement this knowledge when striving to understand a particular subject. When the topic is put into practice, it is best to understand it and find a logical conclusion. Each research has its own impacts and can therefore be used as a complement to facts and ideas. Brand equity and loyalty go a long way in gaining a major advantage in increasingly competitive markets. It is therefore essential to understand the importance of branding and how businesses market themselves to build brand equity and achieve brand loyalty. The main objective of this research will be to study the relationship between brand equity and brand loyalty and their importance as it is a crucial part of a company's marketing activities and how the research will be carried out using a relevant methodology and an appropriate research paradigm as well as its proposal. .MethodologyResearch paradigm: In order to have a clear understanding of the effects and use of branding strategies to create high value; brand equity and build brand loyalty, the qualitative method will be applied to the research. It was believed that using this method would make it easier to understand and describe complexity (Hanson and Grimmer, 2007). The research features an inductive approach in which data will be gathered from literature review as well as through other field research such as interviews and observations. A major advantage...... middle of paper...... the research community has come to the forefront. This study could create some threats to participants, such as crude or disguised observation (Boote and Mathews, 1999) and deception in data acquisition techniques. Obviously, ethical questions can be raised at all phases of research. Nonetheless, this research will be based on established standards and ethical considerations used in the past. Therefore, the reports and findings of the research study will be under consideration and a high level of magnitude will be given to the sentiments of the people and their opinions put forward in our study and honor them with the right use of words. The research team will be trained to treat participants with respect so that they are protected from exploitation. Subjective measurements will be performed by the research team to ensure that the research proposal is exclusively bias-free..