<![CDATA[Customer service quality in the banking industry, especially private banking is a competitive advantage in its efforts to survive amid fiercer competition. The type of product that is almost similar to its competitors that a bank must have a primary key in competition. This study aims to Analyze the Mediation effect  of The Customer Equity upon Customer Relationship Marketing and Customer Satisfaction toward The Brand Equtiy. This research was conducted at Bank Danamon Jabodetabek region, which spread in 8 (eight) districts with a total sample of 124 customers. Structural Equation Modelin (SEM) by AMOS program version 22 used to prove the affecting of among variables have a high loading factor, with conclusions as follows: first; Customer Relationship Marketing has positive and significant  effect to The Customer Equity, second; Customer Satisfaction has positive and significant  effect to The Customer Equity, Third; Customer Relationship Marketing has positive but not significant effect to The Brand Equity, Fourth; Customer Satisfaction has positive but not significant effect to The Brand Equity, Fiftth; Customer Satisfaction has positive and significant effect to The brand Equity, Sixth;   mediation  effect of The Customer Equity upon The Effect Customer Relationship Marketing  And Customer satisfaction toward Brand Equtiy more strength and significant than direct effect. Key words: Customer Equity , Customer Relationship Marketing, Customer Satisfaction , Brand Equtiy]]>
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