Companies with the high position in brand equity brand in the minds of customers can easily be seen more profitable among other companies in their industry.
This study focused on the relationship between advertising and sales promotion (monetary or otherwise) and their effect on building brand equity and its various aspects. 
The research examined on a range of views about advertising and attitudes of people about softlan brand in Tehran malls. For this purpose, a questionnaire validated by experts& factor analysis construct validity is used. Also, we used the blocks of observed variables principal components analysis methods, Cronbach's alpha and Dillon - Goldstein (composite reliability) for checking the singularity. So test and analysis hypothesis was performed with structural equations method and Smart PLS software.
The results of this study showed that the increasing in advertising costs will not necessarily lead to perceptual quality by consumers and people attitudes about advertising plays a key role in influencing the quality and brand awareness and its affiliation. The results also show differences in the effectiveness of sales promotions on equity with respect to the advertising tool and are also dependent on the dimensions of brand equity.