Many researches tried to define the concept of Brand Equity.Yoo , Donthu &, Lee  (2000) defined brand equity as the equity differences between two similar products. This definition deals with two brands gaining the same utility benefits, with a different brand name.

A different brand name gives the product its unreal benefits. 
Our market place has been changed and the internet is a different arena with different brand equity benefits.
Still, while two major websites offer the same hotel services and two major bloggers write the same points on the exact same subject, we still prefer one of the two. 
I believe brand equity in our new Web 2 economy is the only reason people prefer a specific web site.The feeling you got the first 1/20 sec you entered a site is what makes you come back to it over and over again.This messes up the equation.Users suffer from a neurotic disorder of knowing everything and this does not leave them the time to like a site in those 1/20 sec.The controlling partner in this collaboration is the user. The same user that pumps your rating and adds his social network the strength it needs in order to count. 
No site is strong enough to control a user. Branded equity is a 1/20 sec experience these days and the user is the one left with all the power.

The market place has changed. No doubt about it.
Even the Times picked “you” as the man of the year.The only logical thing to do in today’s market place is to give each user his personal options.It is proven that the only strategy that works on the web is the Win- Win one.
Personalizing the web options for each user should follow this strategy. 

The user is the only equity in our Web 2 market and the only benefits we could offer him as brand equity should be the unreal benefit feeling a user gets once he found his personalizing tool on the web.