For firms to be successful in competition arenas, one of the essential competences is to have marketing knowledge and skill. It is obvious that one of the effective factors affecting Iranian firms' competitiveness in international arenas is practical and scientific improvements in marketing.
There can be many reasons for unsuccessful marketing plans in firms, however, in this research study, we focus on brand equity because of the importance of brand name and brand symbol.
We use a customer-based brand equity model, based on Aaker's well-known conceptual framework of brand equity. The study concludes that marketing managers on their general assessments about brand equity should concern about the importance of brand equity dimensions. Final1y, the study employed structural equation modeling to investigate the causal relationships between the dimensions of brand equity and brand equity itself in sport shoes industry in Iran.