THE IMPACT OF MARKETING ON BRAND EQUITY

One of the most valuable assets of any company is brand equity. Companies that in terms of brand equity have a high position in the minds of consumers can be easily considered more profitable among other companies in their respective industry. This research has been carried out with the aim of studying the impact of marketing mix on brand equity of different clothing brands such as Khaddi, Sapphire, and Junaid Jamshed. This research, in terms of purpose, and regarding data collection is considered descriptive -case study. Customers of selected brands are in thousands and to determine the sample size, according to Krejcie and Morgan table, a sample size of at least 300 is required, and by using SPSs and Amos software, the relationships between research variables have been examined. Research results indicate that there is a significant and positive relationship between perceived quality, brand loyalty, and brand equity, and also, distribution channels and prices affect brand equity through effecting perceived quality.