Document Type : Original Article
Authors
1
Department of Business management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran
2
Associate Professor, Professor Department of Business management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran
3
Assistant Professor Department of Business management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran
Abstract
This study was conducted with the aim of designing a local model of branding in Iran's dairy industry. The current research is considered to be a developmental-fundamental type of research in terms of its purpose, and a qualitative research method in terms of data collection method. The statistical population in the qualitative section included 12 experts. The main tool of data collection in the field section includes semi-structured interviews. The foundational data theory approach was used using MAXQDA software to analyze qualitative data and provide a paradigm model. Based on the results of qualitative analysis, six categories of factors including causal conditions, contextual factors, strategies, central phenomenon, intervening factors and consequences were identified. In relation to the background conditions, macro environment and competitive atmosphere were identified as the main category. In relation to causal conditions, two main categories including marketing mix, mental paradigms of managers, social responsibility, optimal mining and organizational culture were identified. In relation to strategic brand management as a central research phenomenon, brand personality indicators, brand culture, brand audit, brand participation, brand performance and brand building were identified. Customer relationship management, brand equity and target market selection were identified as the main categories of strategies and actions. Sustainable competitive advantage and employee participation have been identified as the most important intervening factors; Marketing performance (brand loyalty, customer satisfaction, increase in market share and increase in the number of customers) and financial performance (profitability and increase in sales) were identified as the main categories of outcomes.
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