azin sakipour

Benefiting from a strong trademark is the priority of many organizations and companies. Trademark re-creation is one of the most complicated marketing strategies. This study aims to project trademark re-creation survey factors at the company level for the country’s food industries. The research carried out while applying data nature and data collection by exploiting descriptive- survey research method. The statistical population of the research includes 292 managers and clerical analysts (marketing section) of Tehran’s food industry companies. That amount of statistical sample of research based on Cochran Table. The recommended conceptual model is utilized through structural equation model in order to estimate the model. For validation, questionnaire was employed, hence its reliability was confirmed by Cronbach’s Alpha and validity was verified on the basis of factor analysis.The research results revealed that organizational preparation for re-creation and organizational support of change via entity creation of trademark, continuous control and market repositioning have a significant and positive impact on trademark re-creation at the company level. Moreover, they displayed that supplying and allocating resources, special value creation by adopting perspective and major procedures and effective advertising strategies, have a significant and positive impact on re-creation at the company level as well. The strict laws and business competitors as interfering elements, they all have a negative and significant impact on selecting the perspective, major procedures and effective advertising strategies.Trademark re-creation is the most important duty of the company. To enhance trademark effectiveness, management system and the entity of trademark creation should be improved.

Trademark functions and their impact on sales are increasingly expanding. Trademark regeneration falls into the domain of sophisticated marketing strategies and if it is not accompanied by strategic environmental scrutiny it is likely to damage the brand equity. This article has been conducted to identify, evaluate and design a key brand regeneration pattern at the company level using a qualitative method. The sample consisted of 17 experts from four food industries and four universities. Sample size was determined according to the theoretical saturation approach. Interviews were conducted with a six-question protocol and they are coded into relevant concepts. At the later stage, initial categories were classified with higher abstraction, and finally the commonality existing among initial categories resulted in the creation of main categories. The results,according to the suggested model, showed that "market positioning, new brand assessment and new identification" as a core category based on conditions of "preparedness for trademark change and organizational support" through strategies of "creating prospects and policies of macroenvironment and effective advertising"by considering "the allocation of resources for reconstruction and creating the special value of a trademark" will lead to the realization of the consequences of creating a new brand, the company's growth and development, and increased profitability.