Comparative Evaluation of Brand Marketing Strategies for Creating Brand Equity with Use of TOPSIS, AHP and SAW Heshmati Farzaneha, Bordbar Gholamrezab, Shahi Zeinabc, Somi Babakd aMaster of Business Management – Marketing, Department of management, Yazd University, Iran bAssistant Professor, Yazd University, Iran cMaster of Business administration, Sharif University, tehran, Iran dMaster of Business Management – Marketing, Department of management, Yazd University, Iran Online published on 4 June, 2015. Abstract The purpose of this study is to identify and to prioritize the marketing strategies which have influence brand equity. Method of this study is descriptive and also is a survey study. Samples were marketing managements of home appliances manufacturers of Mashhad (N= 34). For gathering data questionnaires were distributed; 77 questionnaires were distributed but 30th of them was collected and 29th of them was accepted. Elements of marketing strategies were identified by experts and Fuzzy Delphi method. In next step data were analyzed by Topsis, AHP and Saw methods and also with help of Excel and Expert Choice software. This study shows that the most important strategy in this field of industry is “ Pricing Strategy ”and “Product strategy “, “ Chanell strategy “ and “ Promotion strategy” are placed in next ranks. Among the elements of these strategies “ Consumer Price Perception” is the most important strategy. Also in this field of industry, some elements like PR and selling employees have the least impact on brand equity. Top Keywords Brand Equity, Brand Marketing, Household Appliances, TOPSIS, AHP and SAW. Top |