جستجوی مقالات مرتبط با کلیدواژه « برندسازی » در نشریات گروه « اقتصاد »

While many studies have pointed to the importance of branding as an important component in marketing, so far many local models have not been introduced in relation to the factors affecting the promotion of a bank's brand in Iran. In this regard, the present study was conducted with the aim of designing a brand promotion model for Bank Melli Iran, as the largest bank in the Islamic world.In terms of purpose, this research is an application that has been done with a mixed (qualitative-quantitative) approach. The statistical population in the qualitative section includes 13 officials of the general offices of Bank Melli Iran and in the quantitative section a sample consisting of 400 customers of Bank Melli has been selected. Semi-structured interview and researcher-made questionnaire were used to collect data in qualitative and quantitative sections, respectively. In the qualitative part of the research, data-based theory has been used to identify the components of the pattern of brand promotion mechanisms of Bank Melli Iran, and in the quantitative part, the partial least squares method has been used to validate the proposed model. In the final phase of this research, using hierarchical analysis process, the components of Bank Melli Iran brand promotion are ranked. The results of validation of the proposed model with the partial least squares technique showed that the proposed model in this research has a good validity. Criteria prioritization also showed that the brand equity criterion, brand promotion criterion, and strategic branding planning criterion are of the highest importance, respectively.

Identity is one of the basic components in branding. One of the strategies of urban management in order to progress in the global competitive market is to recognize the dimensions and strategies while paying attention to urban identity in order to achieve sustainable urban branding for cities. The purpose of this study is to identify the dimensions and design strategies of commercial centers in urban branding. This research has a descriptive-analytical strategy and is of applied type; Which first examines the indicators of urban branding in the metropolis of Tabriz with emphasis on shopping centers to answer the first two questions. In this study, first the components of urban branding with emphasis on the commercial aspect were analyzed and then case studies (Tabriz Bazaar, Laleh Park and World Trade Center) were investigated. In this study, data collection was done through the distribution of questionnaires and library studies. For this purpose, this survey has been conducted to identify and brand commercial places in Tabriz with a survey of experts and city managers and the technique of distributing Likert scale questionnaires among 30 people, and has been analyzed to answer the third question of the research. In the findings section, the historical market of Tabriz has the most capabilities in commercial branding and has weaknesses in the field of non-resistance to natural disasters. The results of field research and statistical analysis on branding of shopping centers in Tabriz are as follows:

In this research, the branding of newspapers in metropolises was investigated. The newspapers use different methods to attract their audience, and thus branding can play a significant role for newspapers in attracting customers. Branding leads to better communication between customers and the press. Providing correct information and branding have led to brand associations. In this research, customer satisfaction has also been used to branding. The research method is descriptive-correlational, and the statistical population is the customers of the economic newspapers. 318 people were selected as the sample. A researcher-made questionnaire was used to collect data. To analyze the data, Pearson correlation coefficient and linear regression were used. The results showed that there was a positive and significant correlation between brand awareness, brand loyalty and perceived quality of brand with customer satisfaction, but there was not a significant relationship between the association of the brand of economic newspapers and customer satisfaction. Linear regression results also showed that brand loyalty had a larger share in predicting customer satisfaction.