Rath J, Tulsiani S, Evans WD, et al. - This study draws on data from the Truth Longitudinal Cohort (TLC) to evaluate the role of anti-tobacco brand equity in influencing e-cigarette attitudes, intentions, and behaviors among youth and young adults over time. The sample (N = 6427) is from the TLC, a nationally representative, longitudinal cohort of youth and young adults, aged 15 to 24 years. Brand equity tobacco scale, demographic characteristics, and e-cigarette use status are among the variables. Building brand equity, similar to anti-smoking campaigns, is an effective strategy for influencing anti-e-cigarette attitudes and intentions. More research on the relationship between brand equity change and e-cigarette behavior is needed to better understand how brand equity can be used to influence change in e-cigarette use behavior.