Examining the effect of Bank Mellat logo on the performance of Bank Mellat

Dissertation for Master's Degree (MA)

Trend of "International Business"

Introduction:

Without a doubt, the banking industry is considered one of the valuable foundations of any country's economy. The dynamism, effectiveness and capability of the banking system not only benefits the business environment of banks, but also has many effects on the external environment and the macro-economic and commercial environment. Today, the trademark is considered one of the important components of the product both from the point of view of the consumers and the producers. A good brand name will add to the utility and value of the product and cause the creation of consumer points. Consumers show loyalty to the names if it creates value for them. With these interpretations, we recall the definition of the brand:

"A name - term - sign - symbol or a combination of these that aims to identify a product or service to a seller or a group of sellers. and causes the product or service to be recognized from competitors' goods or services" (Brand management book, page 9- written by Tilde Heding-Charlotte f.knudtzen-Mogens bjerre

A good brand logo has an effect on the customer's commitment to the brand and the performance of the company. Without a doubt, customers can have a meaningful and deep relationship with a brand, and this, in turn, will make customers less sensitive to price and reduce marketing costs. Pay attention to It is important that the positive image of the brand that results from the company's marketing efforts is not eternal and the emergence of newer products with more beautiful and more penetrating logos will have an effect on it. A brand is an intangible asset that significantly affects performance. (Morgan & Rego, 2009; Rao, Agarwal, & Dahlhoff 2004)

Brand is an important tool to help create a positive mental image in the minds of customers and create a difference with existing products (Kotler-2004). Commercial logos are a means to solve the lack of customer recognition (Janiszewski & Meyvis, 2001; MacInnis). Shapiro, & Mani 1999) and this issue can also be seen throughout history. For example, in ancient China, the dragon symbol was used to express the power of the empire. In addition to being a means of distinction, commercial logos can also be a means of conveying meanings and information about the product or service logo. Good logos can be the cause of a brand's reputation and shape the attitude of customers, their intention to buy and their loyalty to the brand. In fact, previous research on branding points makes logos act as a visual representation of the meaning and primary public image of the brand (Henderson Cote, 1998; MacInnis et al., 1999; Swartz, 1983). Brand logos can influence the economic value of a company (Schechter, 1993; Van Riel & Van den Ban, 2001.

Richard Oliver defines loyalty as follows:

"Loyalty refers to a strong commitment to repurchase a superior product or service in the future and to the same product or brand despite the influence of competitors and their marketing efforts to buy their products" (Haydarzadeh - 2017)

Brand commitment and company performance are two dependent and theoretically related variables. are (strivastava, R.K-shervani, T.A & fahey, L. 1998)

In this research, three separate but related mechanisms through which the brand creates value for customers are investigated.

1- Cognitive explanatory benefits:

The brand has the ability to help define the target person and differentiate the customers from others. For example, a brand can represent different parts of customers' identity. such as the main beliefs of values ??or a cycle of life that they are in favor of (Escalas & Bettman, 2005). Commercial logos can increase their credibility with the form they create for brands and stimulate the desire of customers. Logos have the potential to not only express this relationship between themselves, but also to give them strength and power, so they increase the desire of customers to make more efforts and invest to continue the relationship with that brand. (Park et al. 2010; Thomson et al., 2005).Logos, which are a visual representation of a brand, are able to remind customers of its functional benefits. 3- Brand image: Brand image is consumers' understanding of the brand. By designing and drawing an identity and position, banks shape the mental image of people. Brand perception is important in two ways, one is that it participates in the customer's decision-making process in choosing or not choosing a brand, and the other is that the brand image affects the buying behavior or the next choice of the customer. Brand image usually includes several concepts: perception, because the brand is perceived; recognition, because the brand is cognitively evaluated; In short, the general purpose of this research is to identify how the brand logo is related to the customer's brand commitment and the company's performance, and when such effects are greater? Also, how each of the brand image, explanatory-cognitive benefits of the brand, and functional benefits of the brand is ultimately related to the performance of the organization or company. 3-1) Background of the issue: In 2013, a research titled "Effects of external rejuvenation by brand logos" It was conducted by Brigitte Müller, Bruno Kocher and Antoine Crettaz. This research investigated the phenomenon of brand revival through the contextualization of the effects of logo similarity and logo type on the modernity and loyalty of the brand. This research, which was conducted on 385 cases, showed that redesigning the logo has an effect on the perception of the modernity of the brand. The model of this research emphasized the importance of a specific brand in explaining the attitude of the logo and showed its effects on the modernity of the brand-brand attitude and brand loyalty. "Luxuries - Measuring Valuable Interactions and a Cross-National Comparison". This research provides an insight into how interpersonal influences and commercial cues shape consumers' luxury purchase intentions. In this study, two statistical populations, Indian and English, were used, and the structure, characteristics, and average levels of their susceptibility to interpersonal influences and the importance of valuable interactions were examined and studied. In this research, it was found that English consumers are increasingly dependent on commercial cues. The research determined that in both India and England, the brand image can be an important moderating factor between the correct interpersonal influence and consumers' luxury purchase intentions.

(Journal of World BusinessVolume 46, Issue 2, April 2011, Pages 242-252 Paurav Shukla)(

Another research in 2013, investigating the relationship between the perception of meaningful brand elements and brand recognition Based on the customer-based brand value model that was conducted in Bank Mellat, it was studied. In this research, four factors of brand awareness, brand image, image of brand performance, and brand image ability were examined and their relationships with each other were explained. In this research, it was determined that the image of brand performance has a significant effect on brand image, and also the image of performance variable has a higher correlation with other variables than image ability. No. 10, Winter 2013)

However, there is no research that has examined the three parameters of cognitive explanatory benefits, functional benefits, and brand image on customer threat and, accordingly, Bank Mellat's performance.

4-1) Importance of the topic:

As we said, the commercial logo is a means to solve the problems of lack of customer recognition. Previous research shows that brand logos are general meanings and images of brands. and provides the initial presentation of brands. In addition to this, brand logos can be effective on the economic value of companies. Research on the access to the specific nature of the relationship between these factors, i.e. the logo and the company's performance (in terms of economic value, reputation, credit, etc.) ) is not available. In this research, the effect of brand logo on customer commitment and company performance will be investigated. Another reason for the importance of the research topic is that trademarks have the ability to provide a mental explanation to the intended person and logos are an important tool for communication between the trademark and people, which in turn help people to consider the trademark as a part of themselves.