Review the Impact of Advertising and Sale Promotion on Brand Equity

Abstract

Today, establishing and achieving to strong and powerful brand is one of the priority for any organization, because it follows a lot of benefits. The strong brand gives the possibility to company for setting itself in the market, avoiding the company expose to danger by competitive actions and having important role in cooperating and supporting the brand expansion chances. In measuring and evaluating the brand equity, active marketing researchers firstly review the concept of brand equity which is indicated the significant value of brand for producer, retailer and consumer. Brand equity derives from the consumer’s perception from that brand and this perception is changed by some factors. Brand equity couldn’t be realized and understood without considering its resources i.e. factors which are effective in the creation and formation of the brand equity in consumer’s memory. In this research we tried to present a functional and clear definition of brand equity and its dimensions. Generally, in this paper, we have dealt with the review of effective factors such as advertising and sale promotion in order to know how these marketing tools affect on the brand equity. Finally, the widespread use of advertising and reduction of sale promotion is suggested for brand equity. This paper also is presented some suggests for future researches.

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