One of the most important marketing concepts is brand equity which is not only creates value for customer and company, but also creates a competitive advantage. Thus, it is critical for marketing managers to create a powerful brand to identify and maintain the profitable customers with higher lifetime. This study uses Structural Equation Modeling (SEM); and data was analyzed by SPSS and AMOS computer applications. Research method is applied descriptive survey. Data were gathered by questionnaire. The statistical population was customers of LG household products in Mashhad from which the sample (405) was randomly selected. This study represents two SEM models. First, to investigate the strength of the relationship among brand equity and customers’ lifetime value from the customer perspective as a main point, which the result is positive and significant. The second model shows that the effect of brand equity’s dimensions (awareness, association, perceived quality) on dimensions of customer’s lifetime value (usage rate, purchase intention, loyalty), were also positive and significant except for the effect of awareness on loyalty which was not confirmed and the related hypothesis was rejected.

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