The purpose of this study is to conceptualise and measure the concept of retailer based brand equity, which is a gap of research in brand literature. The paper also examines the effect of retailer based brand equity on brand performance in a retailer store. Based on the literature, a theoretical model and a competitive model of retailer based brand equity were developed. These models were tested using the sample of 355 independent grocery stores in Vietnam with four popular brands of soft drinks including Coke, Pepsi, Tribeco, and Chuong Duong. The results supported both competing model and theoretical model which imply that brand association and brand loyalty have significant positive impacts on brand performance, whilst the effect of brand trust on brand performance was found to be insignificant.