Introduction: Today, sport consumers purchase from stores that all goods (clothing, sports equipment, etc) are offered. Companies and consumers have awareness from brand through marketing activities and create a good image of the brand in their minds. If you know how to influence marketing mix strategies, particularly related products, evaluate the effectiveness of marketing mix on brand equity, pricing and distribution of these activities on brand equity can be used to promote brand equity (Van rail and et al, 2005, quoted by Iran Zadeh, 1391). Azadi (1393) in his study of the relationship between marketing mix elements and factors creating brand equity sportswear showed that all variables influencing brand equity are different paths to the final value.
Methodology: The research was descriptive-comparative. The population of students of Razi University in Kermanshah in 94 (ten thousand) accounted for using Morgan table 370 of whom stratified random sample were determined. To gather data from two questionnaires marketing mix elements and brand equity model U, Dante and Lee (2000) which is adapted, acres model was used. Content validity was confirmed by experts and professors and its reliability by using Cronbach's alpha, respectively, 80.0 and 83.0 ,respectively. For data analysis, descriptive and inferential statistics (Pearson correlation and regression) were used.
Results: The results of multivariate regression analysis showed that elements of the marketing mix (price, location, advertising and promotion) brand equity 22.0 percent of the variance explained (r square=0.22, sig=0.000). The results also showed that aside from the rest of the marketing mix elements share one significant place in anticipation of Visa brand value and price components are the strongest element in this forecast.
Discussion: Elements of the marketing are mixed because of such factors controlling the company's managers and decision-makers. Regarding the relationship between these elements and brand equity in terms of how the elements of the marketing mix decisions. In order to maximize brand equity and ultimately achieve sustainable profitability and the company, in order to increase productivity and satisfy the needs of their clients.