This study investigates the impact of extended marketing mix elements on brand equity mediated by brand love in the Ghanaian banking sector. The study is needed to fill the gap in literature and understanding relating to the measure and conceptualization of brand equity theory and its dimensions. This leads not to only misunderstanding by academics but also a practical problem of the impact of the extended marketing mix on brand equity in industry. The study was carried out using a quantitative approach relying on a survey and adapted questionnaire to collect cross-sectional primary data in a field setting. The sample size of 594 was administered among the customers of 23 universal banks in Ghana. The reliability and convergent validity showed that all the nine constructs had Cronbach’s Alphas higher than 0.70 and had composite reliabilities above 0.70 as well as an average variance extracted estimates (AVE) higher than 0.50. The nine-construct model met discriminant validity, and a common method bias was absent from the data. Hypotheses testing results showed that; 14 hypotheses were supported, 3 hypotheses were partly supported and 3 hypotheses were not supported. It was concluded that; brand awareness, brand association, brand loyalty and perceived brand quality predict brand equity. People, process, physical evidence and brand equity dimensions have a positive and statistically significant relationship. Except that, process and brand association, process and brand quality, physical evidence and brand loyalty relationship were positive but not statistically significant. The relationship between brand love and brand equity was supported whiles People, Process, Physical Evidence, and brand love, services mix, and brand equity mediated by brand love were partly supported.