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In the context of industrial competition, rural bank has some operating limitations compared to other commercial banks. The interest on savings and deposits in rural bank is higher than commercial bank, however, the level of third-party funds of rural bank is far below the commercial bank. Literature found that brand equity can be a competitive advantage for service companies like rural bank to win the business competition. This study tried to evaluate the elements of brand equity used by rural banks. A research was carried out in Bekasi, Indonesia, to identify the brand equity of some of rural banks. The respondents were 61 rural bank depositors in Bekasi chosen using snowball sampling techniques. Data were analyzed using structural equation modelling. We found evidence that the significant factor that affects rural bank depositors on brand loyalty was perceived quality. While, this research cannot prove the influence of trust, brand awareness and brand association on brand loyalty. The results of the study proved that the role of perceived quality in influencing brand loyalty is high, and rural banks have not maximized the use of other elements in brand equity in their business activities.