In the mass communication current environment our study aims to analyze the relation between news media customer-based brand equity and their credibility, applying the Credible Brand Model in order to assess how audience makes credibility judgments about media. Data from structured questionnaire gathering respondents’ perceptions of five major media brand equity and credibility were analyzed using structural equation modeling. Our findings suggest a positive relation between media brand equity and credibility, showing that media image or associations, along with media loyalty, exert the higher influence on the value provided to the media. Thus, the mass media credibility involves improving media processes and image, as well as developing new ways of meeting the news and information needs of the audience.Key words: Credibility; Mass media; Credible Brand Model; Brand Equity; Press