Dissertation
Master's degree
Department: MBA management with marketing orientation
Fall 2011 Farsi abstract:
This research seeks to extract a model for choosing brand development strategies. In this research, we try to find out the different methods of brand development that are currently used by economic and non-economic institutions. is used to be reviewed, then to provide a comprehensive model for choosing a brand development strategy according to Marketing strategies are applied at every stage of the market life cycle, branding goals, brand type and other influencing parameters. Finally, the model that presents will be tested in the home appliance industry and in Tehran province, and the obtained results will be used to develop the model and provide suggestions. : Introduction and generalities of the research
Introduction
Today, the main capital of many businesses is their brand names. For decades, the value of a company was measured in terms of real estate, then tangible assets, plant and equipment. However, recently they have come to the conclusion that the real value of a company lies somewhere outside of it, that is, in the minds of consumers and customers. A brand is an abstract of identity, originality, characteristics and differences. A brand includes this information concentrated in one word.
Not only trying to create value for customers, but also in pursuit of creating value for all interested people.
It includes a wide range of activities, events and characteristics of goods or economic enterprises.
It is the identity and personality of the organization and goods.
It is part of the customer's payment for its existence.
It is a function of all administrative, commercial, service, political and social behaviors. It is the founders, managers, employees and even the representatives and sellers of the institution.
It is a set of impressions formed in the minds of the interested people towards the product or organization.
In other words, the brand is a set of all the communications and experiences received by the customer or end consumer of the product and has created a specific mental image in them. This mental image[1] is basically understood based on operational or emotional benefits.
In markets where technology and fashion dictate that choices change frequently, brand names become safe for stability and drawing an identity and promise certain benefits and guidance.
IBM[2] is synonymous with safety, Mercedes[3] with German reliability and perfection, Donald's[4] with sincerity and service.
The name and brand have become so important that today it may not be possible to find a product without a brand name. Salt is packed in envelopes with a brand name and logo, bolts and nuts are labeled with the distributor's label, and car spare parts (spark plugs, tires, filters) are branded.
Problem definition
Researchers in the field of branding have looked at the types of existing brand architectures, and have stated the advantages and disadvantages of each category of architectures and, in some cases, the conditions for using each one. But what is clear from past researches is that none of the previous researches have tried to link the concepts of brand architecture to other marketing concepts. Specifically, the problem is that in marketing topics, content in the fields of brand, marketing planning, marketing strategies and so on. It is expressed separately, but an attempt to connect these concepts with each other and integrate that face doesn't take. Why researchers haven't paid attention to this may be due to the wide range of marketing concepts. Each of the basics and concepts of marketing is a vast world of information and knowledge that meditation in this area takes a lot of time, energy and money. Integration of concepts and theories will be the next step. The void of the integrated theory of marketing is felt to some extent, which has also affected the discussion of the brand and its architecture. The problem of this research is to find a way to determine the brand architecture according to the company's marketing strategies, the components affecting the brand such as the brand range, the competition within the brand portfolio, the purpose of the brand, the type of brand and so on. isThe proposed pattern and model of this research to determine the brand architecture according to the mentioned requirements is an attempt to link the topic of brand architecture with other branding concepts and also with marketing strategies. In fact, this research seeks to integrate the topic of brand architecture with other marketing concepts. What is the right architecture for each category of marketing strategies? What is the effect of marketing strategies, which are derived from macro strategies and at the company level, on brand targeting and its architecture? At present, these issues have been explored in isolation and separately from each other. This research seeks to provide a model for integration between marketing strategies and brand architecture.
Firstly, according to the market life cycle, the strategies of each stage of the market life along with its characteristics (strategy goal, market characteristics, competition characteristics, company characteristics) are expressed. Then the parameters and components affecting the brand architecture (brand goals, brand types, brand range, competition within the brand portfolio, similarity between the market and the brand) are examined. After that, categorizing the types of brand architectures, the characteristics of each of the architectures are analyzed according to the influential components. Finally, the relationship between marketing strategies and brand architecture is discussed for each of the strategies, and a model for choosing architecture according to marketing strategies is presented. This model is tested through an index called relative brand strength in the home appliance industry.
To put it more simply, the purpose of the research is to provide a model in the selection and selection of brand development strategies. According to the internal and external influencing factors, this model is a solution for choosing provides brand development strategies to companies so that each company can develop a specific brand development strategy according to its own conditions (internal and external) Choose yourself. In other words, the purpose of implementing this plan is to create a model to support and support managers' decision-making regarding their company's brand development strategy. The presented model is tested by evaluating an index called the relative strength of the brand in the home appliance industry and in Tehran province, and the results obtained are used to develop the model and provide suggestions.
Justification of the need to carry out the plan
Brand creation is part of the strategies that are presented and formulated with the aim of differentiation. Brands cannot be reduced to just a symbol on the product or just a graphic or decorative design (logo). A brand is a signature on a process that is constantly updated and product A today and product B and P tomorrow. brings Branding tells why products exist, where they come from and where they are going. It also formulates their policies. With the continuous increase in the number of products, it is necessary to think thoughtfully to create an identity system for Create product names and symbols. In the short term, this system should help to sell and promote the product, in the medium term, it should help to establish intangible assets (brand name) and in the long term, it should support itself with technological changes that lead to Increasing the range of products can be adapted. Choosing a brand development policy is a strategic decision and Of course, each of the strategies Branding has advantages and disadvantages. In a chaotic and devoid of academic standards, where everyone tunes their own instrument and these instruments sometimes cause severe financial and non-financial damages to companies, the need to create a comprehensive model in choosing brand development strategies is felt so that independent companies, whether for-profit or non-profit, service or product, can use this model and develop their brand development strategies by considering their internal and external requirements. The void of academic research in the field of branding and especially in the field of brand development strategies, shows the necessity of conducting this research.
Research method
By examining the factors and parameters affecting the brand architecture, a model for choosing the presentation architecture Then this model, which we call the theoretical or theoretical architectural model, is compared and adapted to the architecture used in the home appliance industry, which we call the practical or executive architecture.