This paper presents an empirical investigation to study the effects of ten factors on brand equity. The study provides an assessment using a brand equity model for fast moving consumer goods in cosmetic and hygiene industry. The study has accomplished among people who purchase goods in six major cities of Iran based on an adapted questionnaire originally developed by Aaker (1992a) [Aaker, D. A. (1992a). The value of brand equity. Journal of Business Strategy, 13(4), 27-32.]. Cronbach alpha has been calculated as 0.88, which is well above the minimum acceptable level of 0.7. In addition, Kaiser-Meyer-Olkin Measure of Sampling adequacy and Bartlett & apos; s test of Sphericity approximation Chi-Square are 0.878, 276628 with Sig. = 0.000, respectively. The proposed study of this paper uses structural equation modeling to test different hypotheses of the survey. The Root Mean Square Error of Approximation (RMSEA), Comparative Fit Index (CFI) and Chi-Square/df are 0.067, 0.840 and 4.244 and they are within desirable levels. While the effects of seven factors on brand equity have been confirmed. However, the survey does not confirm the effects of perceived value, advertisement effectiveness and advertisement to brand on brand equity. In our survey, brand loyalty maintains the highest positive impact followed by having updated brand, trust to brand, perceived quality to brand, brand awareness, intensity of supply and perception to brand.

Tourism industry is one of the most important low carbon industries and it can provide good opportunities for developing countries to take advantage of their natural attractions such as historical monuments, culture, etc. to create value added. However, there are always some barriers in front of developing this industry and a good strategy could help it develop faster. There are different methods for strategic planning and SWOT matrix is one of the most popular one. In this paper, we present an empirical survey to find the most important and strategic items for developing tourism industry in Iran. The proposed study designed a questionnaire and distributed it among 384 tourists who were visiting Iran in a three months period of year 2011. The information gathered were analyzed using factor analysis and structural equation modeling. There are seven important factors involved in developing tourism industry. The first factor, price and having sufficient infrastructures, is the most important factor according to our survey representing 14.623 percents of the changes. The second factor is associated with political and international affairs, which represents 13.926 percents of the changes. The third factor is associated with culture and civilization attractiveness representing 9.342 percent of changes on tourism. The fourth factor is natural attractiveness representing 6.691 percent of the changes. The fifth factor is related to economical factor representing 5.632, the sixth factor, human resources, represents 5.353 percent of the changes and finally the last factor is related to diversity of creatures, which represents 4.749. These factors include 60.3 percent of the success of tourism.