There are few studies of brand influence elements and brand equity in developing countries' retail banking. This study examines the links between customer experience, brand innovativeness, word-of-mouth, and advertising and brand equity in China's retail banking. Customer experience, brand innovativeness, word-of-mouth, and advertising influence retail banking brand equity in developing nations. This study examines the impact of customer experience, brand innovation, word-of-mouth, and advertising on customer-based brand equity. The results obtained from the data analysis indicate that customer experience, brand innovativeness, word of mouth, and advertising are positively and significantly related to customer-based brand equity. This empirical study needs the attention of brand managers because retail banking is becoming more important to economic growth in developing countries.