Analysis the Factors Affecting the Development of the services brand identity(studying of a case insurance branches in Ardabil province)

The purpose of this study Investigating the Factors Affecting the Development of the services brand identity in insurance industrial. Therefore، considering the importance of brand identity and in order to succeed in today''s competitive market، in this paper، the relevant literature in the field of brand identity development is reviewed to investigate the effect of its dimension on development and optimization services brand. The statistical population includes 112 agencies and branch offices of Iran insurance in Ardabil province are selected for sample. SPSS and LISREL software have used for data analysis. The study findings indicate that dimensions as marketing culture and brand personality have a non significant impact on the development of the brand identity services and brand visual identity. customer relationship management and integration marketing communication are taken from research Have a significant and positive impact on the development of the brand identity services on in Iran insurance industry.