Abstract: This study aims to contribute to the debate on the arena of brand and relationship marketing. This review was provided an archived of past research points relevant the studies of brand and relationship marketing to explore, analyze and develop a clear understanding regarding the various topics and methodologies applied in relationship quality elements and Customer-Based Brand Equity (CBBE) approaches published articles. This review identifies different theoretical and methodological characteristics of the way in which relationship quality elements and CBBE schemes are proposed in the relationship marketing context. The literature review covers many areas such as; common elements of relationship quality, highlighted CBBE schemes, role of brand equity in conducted researches, long-term relational outcomes and the relevant approaches and dual value between customer and relationship quality. Many research gaps were identified in these fields. To fill theses gaps and future researches, several propositions were proposed. The study was provided great benefits for marketers, practitioners, researchers and educators though providing a clearer outlook and deep understanding for all the issues related to the field of brand and relationship marketing.