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Topic & Model

The document discusses how the marketing mix of product, price, place, and promotion can impact brand awareness, brand image, and ultimately brand equity. It proposes researching which specific elements of the marketing mix are most important for building brand equity in Pakistan, as previous studies on this topic have focused on other regions. Understanding the relationship between marketing mix elements and brand equity could help companies in Pakistan better allocate their resources.

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Faizan Nasir
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44 views2 pages

Topic & Model

The document discusses how the marketing mix of product, price, place, and promotion can impact brand awareness, brand image, and ultimately brand equity. It proposes researching which specific elements of the marketing mix are most important for building brand equity in Pakistan, as previous studies on this topic have focused on other regions. Understanding the relationship between marketing mix elements and brand equity could help companies in Pakistan better allocate their resources.

Uploaded by

Faizan Nasir
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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The Effect Of Marketing Mix on Brand Equity

Brand Awareness Marketing Mix (Product, Price, Place Promotion) Brand Image

Brand Equity

The reason why I selected this proposed topic is that according to my knowledge no research is conducted on this topic in Pakistan. Research on; this topic is conducted in Australia, Hong Kong, USA. Marketing mix element (promotion) create brand awareness & other element (price, place, product) help in building brand image. Both factors brand awareness & brand image play important role in increasing brand equity. Despite the fact that brand equity attracts attention of both marketing scientists and marketing practitioners, the way in which, and how intensively, individual marketing mix elements affect the creation of brand equity has remained unstudied, with the exception of a paper by Yoo et al. (2000). Positive brand image & brand awareness using marketing mix element can lead in increasing the brand equity. This research will show that what kind of marketing mix elements is most importantly required and which areas of marketing mix has no importance for the customers. Because many companies in Pakistan waste their resources without knowing their customers mind to create the brand equity. So the company can reduce their wastage of resources by allocating the right capital in right area of marketing mix element.

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