Revisão do Jornal Árabe de Negócios e Gestão

The Relationship between Elements of Marketing Mix and Brand Equity

Abstract

Fathian S, Slambolchi A and Hamidi K

Today, achieving the stable competitive advantage is one of the most important tools in the business world. To this aim, with creating and using the powerful brand equities, the firms have entered into different competitive fields. Perceive importance which lies on effect of selected marketing mix elements on Brand equity in current situations within competitive markets helps the decision makers to get more information on how to use selected marketing mix elements, and choose a mix of these elements which leads to increasing brand equity, and in the end leads to profitability, because from managerial perspective, brand equity proposes competitive advantage for the company. The paper aims to investigate the relationship between elements of marketing mix and brand equity.