Based on an empirical analysis, the author offers an online social network (OSN), user-based brand equity framework, for application in business branding efforts and investigation. The author finds novel elements of brand equity that should be contemplated by travel researchers and practitioners. Elements of brand equity produced from literature review are portrayed in theoretical relationships. The proposed model is examined with data collected from travel-related OSN Web site users in the United States. Findings authenticate the validity and reliability of the designed theory-driven framework.