Designing a model of factors affecting the promotion of the image of the national brand (Iranian-made logo) in regional markets (Case study: Export of high voltage electrical equipment - transformer)

Global and regional developments have always made the need for successful exports with a focus on reducing costs and increasing product acceptance vital for any country's economy. One of the effective factors in export success is the valid national brand of the country of origin with the customers of the destination country. One of the industries with local capabilities and strong infrastructure in Iran is the electricity industry. Despite the quality and self-sufficiency in the products of this industry, the lack of a pattern in using the national brand in this industry has become an obstacle to reach regional markets. Accordingly, the main purpose of this study is to "present an effective model on promoting the image of the national brand of Iran."In this mixed research, which has been done sequentially. Researchers tried to identify the factors affecting the promotion of the national brand image (made in Iran) and its dimensions using the opinions of experts. Then, with the help of Maxqda software, the variables and the conceptual pattern of the relationships between them were extracted. In a small part, using the opinions of executives and exporters of high voltage power products, the local status of the research model was examined. The results of PLS software analysis in the structural equation model section showed that among these relationships, the variable "utilization of human, cultural, social and historical manpower capacities" has the greatest impact on strengthening the national brand and the variable "national macro policy" has the least impact.