A framework on marketing mix's effects on brand equity, which is characterized by brand equity as an indirect route in realizing marketing ends, is proposed. The effects of advertising and promotion on brand equity are investigated and discussed in great detail. Strategies of brand equity management are also scrutinized in the end of the paper. An empirical study is carried out in three categories of razor, soap and orange juice in Australia market, to illustrate brand equity measurement and test the proposed effects. Advertising in any media is found to have positive impact on brand equity, and TV advertising is more effective than publication advertising in brand equity building. Promotion's effect on brand equity is complicated and only heavy promotion is found to have negative effec...[ Read more ]

A framework on marketing mix's effects on brand equity, which is characterized by brand equity as an indirect route in realizing marketing ends, is proposed. The effects of advertising and promotion on brand equity are investigated and discussed in great detail. Strategies of brand equity management are also scrutinized in the end of the paper. An empirical study is carried out in three categories of razor, soap and orange juice in Australia market, to illustrate brand equity measurement and test the proposed effects. Advertising in any media is found to have positive impact on brand equity, and TV advertising is more effective than publication advertising in brand equity building. Promotion's effect on brand equity is complicated and only heavy promotion is found to have negative effect on brand equity.