In today’s world markets are highly competitive and customers are the focus of companies. In consumer markets, brands are the main points of differentiation between the competitive presentations. The increase in the value of the brand in the minds of customers means the company can gain greater benefits in its shadow. Brand equity is one of the assets that retains the value of the company and lead to customer loyalty. Hence it is critical for the success of the company. The purpose of this study was to investigate the impact of selected marketing mix elements on brand equity. To evaluate the proposed model and hypotheses, data acquisition was carried out by surveying of 384 mobile phone users. For data analysis and verification of the model, structural equation modeling approach (SEM) and confirmatory factor analysis (CFA) were used, and based on the results of the path analysis the relationship between variables in the model is investigated. The results indicate a significant impact of the marketing mix on brand equity. The three dimensions of brand equity include brand loyalty, brand image, and perceived quality have a significant positive effect on brand equity but brand awareness has not a significant impact on brand equity.