جستجوی مقالات مرتبط با کلیدواژه "مدیریت برند" در نشریات گروه "مدیریت"

The aim of this research is the digital branding model of healthy agricultural products. The research method is applicable in terms of its purpose, and exploratory in terms of its descriptive and analytical nature. The qualitative research method was carried out using the data-based method and Max QDA software, and the code collection tool was a semi-structured interview in the form of a purposive sampling method, and theoretical saturation was achieved with 13 experts in this field. Also, with 82 open coding, 22 central and selective categories, the model of digital branding of healthy agricultural products in Iran was designed. Digital branding of healthy agricultural products is centered around the creation of brand meaning and brand power, which initiates under influence of casual conditions, and makes sense with different strategy of digital brand creation and brand power, and strengthens the brand culture in the target community by compiling and implementing a combination of brand-aligned marketing and integrated communication marketing, and visualizes the identity and personality of the digital brand of healthy agricultural products in the mind of the customer. The strategy under the influence of intervening factors is trying to fulfill the demand for food safety and health, and gains fame by fulfilling the promise of the brand and delivering a healthy product at a reasonable price, and repeated purchase of agricultural products by loyal customers requires more production and causes employment and rural economic prosperity.

In today's world, markets are highly competitive and customers are at the focus of companies. In this competitive environment, most researchers believe that the brand is an important part of a business and asset, and many businesses are interested in learning how to make a successful brand. This research seeks to extract a model for brand indigenousness. In this study, it is attempted to investigate if there is a different method of indigenousness at Sahand Steel Industry Company in the three -month period. This approach is in terms of inductive approach, and accordingly, the theory is formed from the concepts of data that was selected in accordance with the systematic model of the Data Foundation's theory of well -known experts in the current successful companies and a well -known company for the statistical population. The results of the analysis of the data obtained from the interviews during the open, central and selective process of data were created in the field of brand localization. The model designed in this study includes effective dimensions and components, causal conditions, contexts, intermediaries, and constituent elements that illustrate the pivotal phenomenon, consequences and strategies of public implementation. Finally, the application suggestions for localization of the Sahand Steel Industry brand are launched.

In today's turbulent and highly competitive environment, company founders and entrepreneurs face various challenges in starting and managing businesses. Business coaches can play an important role in helping them understand business blind spots, challenges and obstacles and build personal brands.Individuals, like organizations, try to build a strong and well-known brand of themselves and their capabilities in various scientific, political, social, cultural, etc. fields. With the emergence of social networks in the business space of education, personal branding, It is more challenging and important than before, so this research has been done with the purpose of personal branding in social networks in the field of educational services. The applied research method is fundamental and practical in terms of its purpose and exploratory in terms of its nature, and the technique used is using database. The tool used was a semi-structured interview with experts in the field of education in the form of a targeted snowball, and the data was obtained after the 20th person reached saturation. , consequences, and the main category. The consequences indicated that the implementation of personal branding in the field of education will lead to 4 important results, market expansion, market leadership, increasing profitability, and audience attraction. Also, the obtained strategies show uniqueness, up-to-dateness, sociability, professional behavior, dynamism, new marketing, effective communication, branding management, and self-awareness that educational instructors should use these strategies for their personal branding.

 Nowadays for making strong brands, service organizations need to activate and institutionalize their brand values ​​within the organization. With this premise, the leading research has been defined and implemented with the aim of developing an internal brand activation model from the perspective of human resource management activities in service organizations.

 Data analysis obtained from 151 people in qualitative session, using theme analysis method, and 751 code sources were obtained. After analyzing the results, 112 sub-codes related to internal brand activation were identified and classified into 37 concepts and 15 categories. Also, to evaluate the reliability of coding, the agreement coefficient of kappa (0.65 at a significance level of 0.016) was used, which is in an acceptable level.

The limitation of this research has been doing it in one bank, which makes it difficult to generalize it to the whole ecosystem.

This study provides an executive framework for brand activation in service organizations.Innovation or value of the Article Addressing a new concept that has an important place in the branding process and a model that with a systematic structure, will streamline the brand in the spirit of the organization.

Changing markets play a big role in the decisions companies make.The global environment, in understanding the market, has created many complexities for marketers. Companies are constantly creating and using more up-to-date marketing strategies to gain more resources and stay in the market.Many companies rely on producing new products and entering the market to meet the changing needs and tastes of the consumer.One of the practical strategies in branding is brand development, so that today most companies and large businesses use this strategy to introduce their new products.With brand development, organizations can take other steps and develop and expand their brand image by reducing the risk of their brand image by producing and delivering goods and services using the same brand. This strategy will reduce costs, reduce risk and increase cost savings. Unsuccessful brand development leads to damage to the original brand and loss of brand equity. In the paradigm model of data-based theory, the main phenomenon of this research is the same process of presenting a model for selecting and developing a brand with emphasis on the role of strategies and the current conditions, background conditions and intervening conditions of these main phenomena were also presented, as well as the results.Build a paradigm model with detailed interviews related to data-based theory and the statistical population of this research has been selected from all prominent university experts with a scientific background related to branding management, managers and experts of companies.

The aim of the present study was to develop the corporate brand management model in Mellat Bank.

This research is mixed metod and it is fundamental in terms of purpose and it is considered field research in terms of data collection method. The qualitative techniques used were meta-synthesis and deep interview and in qualitive part, partial least squares technique was used. The target community in qualitive part was managers and experts in banking with a masterchr(chr(chr('39')39chr('39'))39chr(chr('39')39chr('39')))s degree or higher and a work experience of more than 5 years and in quantity was Mellat Banks’s employees. The method of sampling in qualitive part was snowballs and the number of sample volumes was 8 according to the theoretical saturation of the data and in quantitive part is accidental sampling and 361 people. In the qualitative part, MAXQDA software analyzes the interviews and studies, and in the quantitative part, Smart PLS software analyzes the identified components.

Based on the research results, a total of 13 categories and 41 concepts were identified and extracted. These include brand identity management, brand equity, corporate culture and other concepts.

The research findings can be important for bank managers and marketing experts. It is clear that corporate brand is essential factor in sucsses of organizations.

Consumers use branded items (e.g. product images) on social shopping websites (e.g., business integration sites and social media) to play an important role in online selection, which in turn It has important implications for fashion brands. Consumers are not just passive recipients of a brand's marketing message, and now, by combining brands and introducing them to others, creating new relationships with the brand, and revising the brand classification, they are actively involved in brand co-production. We use behavioral data collected from two communities on a popular social shopping site (Polyvore.com) and use a clustering technique to show that customers choose a variety of brands and an implicit association with the brand name. Is created. We also review fashion showcases to understand the factors that increase the popularity of these products. By looking at consumer care behavior on social shopping sites, fashion brand managers can understand the ways in which consumers create a common image of their brand.

The concept of identity in the formation and evolution of management approaches to the brand has always been variable, from prescriptive identity-based approaches to more contemporary approaches such as relational approaches to brand management in which the concept of brand identity is formed during the brand lasting communication, its audiences and their life experiences. The present study seeks to find the answers of the questions related to the brand-consumer relationship; what independent and hidden variables affect the brand authentication by the consumer in the memorable lived experience of the brand and thus the sense of belonging to it? And under what relations do these variables achieve this important? It was done in two steps. In the first step, to achieve the formation nature of the identity concept in the brand-consumer relationship and extract the themes, categories and relationships between them and achieve a conceptual model in this field, the method of interpretive phenomenology and semi-structured interviews with 21 participants were used and in the second step, in order to generalize the results and analyze them, the extracted data provided to 384 participants in the form of a questionnaire and were surveyed. The data analyzed by SPSS and Amos, during which, by approving the structural model of the research, it was concluded that the formation of the identity concept in the lived experience of brand audiences and in the consumer-brand relationship are dependent upon at least 5 themes and 25 related categories.Therefore, it is suggested that brand managers, brand designers, marketers and other experts in these fields, look at the results of this research to create sustainable and identity-oriented brands, as a tool to get rid of the one-dimensional and prescriptive perspective to identity.

Nowadays in order to have a strong brand with the maximum durability in mind, a strong root is required. Such root is the same brand identity. The most important theory in the field of designing a brand identity (intangible) is the Kapferer hexagonal prism. As a cross organizational brand, which itself has a particular place in the country's writing industry, "Iranian Stationary" (Iran Nevesht) is not an exception for needing the brand identity. The leading research seeks to present the brand identity pattern of "Iranian Stationary" (Iran Nevesht). A pattern that takes into account the requirements of the writing industry, appropriates to the native Iranian and Islamic culture. 

Data were collected in this research by the semistructured interviews with the producers, distributors and authorities of Iran Nevesht. Data analysis and coding were conducted by the thematic analysis method using MAXQDA.

By counting organizing themes and then, the comprehensive themes, the network of brand identity themes was drawn. 

Conclution:

 Finally, the brand identity pattern of Iran Nevesht was counted and drawn with respect to  ehtextracted comprehensive themes, inspired from the Kapferer identity prism and looking at the "great idea".

Maintaining and developing market share is the result of the brand in highly competitive environments of Food industry. Identifying the effective factors on the performance of brand is a main subject in strategic decisions of marketing. The study was done by the using an analytical-descriptive research design and correlation type. Data were collected in the Isfahan city through a questionnaire of 35 questions from 56 managers of food industry factories. Based on the literature, a model was tested to show the impact of intangible assets on management capabilities and the impact of customer and internal marketing on market orientation over design of brand performance and using the software PLS. Based on the results of the analysis of questionnaire data, it was found that human capital, information capital has positive effect on the management capabilities and communication capital and organizational capital dose not have management capabilities. Customer and internal marketing has a positive impact on market orientation. Finally, brand management capabilities and market orientation has a positive impact on brand performance.

Islamic Republic of Iran Broadcasting (IRIB) as a major media organization in order to expedite its policies needs branding to draw audiences attention and also to influence them. This research is devoted to identify factors that affect brand image in the field of television channels. The method that is used in this research is the Delphi method. In the first round, after depth interviews with experts of branding, advertising, marketing and media, and by using qualitative coding, 56 factors are extracted. These factors are classified into three categories which are "Media", Aaudience" and Eenvironment". In the second and thirdround of this research, experts were asked about the impact of these factors on the brand image of TV channels. 47 of these factors earn consensus of more than 60 percent of the experts. Finally, "Layered Circularmodel" of the factors which affect the band image of IRIB TV channels has been presented.

Marketing capabilities enable organizations to implement strategies according to market conditions and achieve their organizational performance goals. This research evaluates the relationship between marketing capabilities (innovation, CRM, brand management and market sensing) and organizational performance (such as growth, profitability and Income). To assess research variables a questionnaire was sent to the marketing managers of food companies in Tehran district. A total of 192 completed questionnaires have been received. The collected data has been analyzed using structural equations and partial least square method by LISREL software. According to the findings, there are positive relationship between all four marketing capabilities and organizational performance. Furthermore, the results show that organizational age and size have no effect on the relationship between marketing capabilities and organization performance. It also indicates that marketing capabilities can be considered as a source of sustainable competitive advantage and can enhance the performance.

In this essay, we study identity, brand, and trade mark concepts and their importance, emergence and changes in Iranian oil industry. The method for this study is historical and semantic techniques in accessible documents. We analyze organizational mark changes regarding to the vision and mission of this organization from birth and foundation till now. Finally, we offer evidences and patterns for formation of corporate identity and mark, by reviewing changes of trade mark in two global oil companies BP and Shell

The purpose of this study is to empirically examine the interrelated relationship among brand orientation, brand re-positioning, brand performance and international marketing issues. Using Ho Yin Womg’s model, ten hypotheses were tested. The sample consisted of producers and exporters of saffron in Khorasan Razavi. Using structural equation modeling to analyze the data, only two hypotheses were accepted. The major values of this study are the establishment of the role of branding in international branding. Brand orientation has a significant impact on international branding strategy, and the marketing environment impacts brand repositioning.