The survey of relationship between marketing mix and brand equity

A phenomenon known as global markets has recently emerged which has intensified the competition among companies. Therefore, competitive markets and constantly changing environment have forced the organizations to acknowledge the fact that the era of growing economy and markets has come to an end. Hence, the survival of the domestic industries of each country is profoundly dependent on the increase of their competitive advantage. One of the strategic tools that boosts the commitment and repetitive consumption, raises economic value for shareholders and expands economic activities beyond the geographic boundaries is the brand equity. Considering the importance of brand for firms, it is essential to determine how the marketing mix elements can create value for brand equity. In this study, reviewing of literature of marketing mix and brands equity, the relationship between marketing mix and brands equity is evaluated and finally, the relationship between these two concepts is presented by discussion.

کلیدواژه ها:

Brand equity ، Marketing Mix ، 4p ، Marketing mix Elements