مطالعه و شناسایی هویت برند ساندیس و تبیین راهکارهای بهبود آن در بین مصرف کنندگان شهر تهران با استفاده از نقشه مفهومی برند (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
هویت برند به عنوان یک جزء اساسی برند اهمیت زیادی دارد. با فهم بهتر از هویت برند و ارتباطات عاطفی، برندها می توانند تجربیات مثبتی برای مشتریان ایجاد کنند که به وفاداری بیشتر آن ها منجر شود. هویت برند هر شرکت عمیقاً بر روی تصویر و اعتبار آن تأثیر می گذارد و درنتیجه مزایای زیادی به همراه دارد؛ در این راستا، نقشه مفهومی برند یکی از ابزارهای مناسب برای استخراج تصویر برند است. در مطالعه حاضر هدف پژوهشگر استخراج نقشه مفهومی برند برای شرکت پاکدیس (برند ساندیس) است. این پژوهش ازنظر هدف کاربردی است. جامعه آماری پژوهش کلیه افرادی هستند که در شهر تهران خریدار محصولات با برند ساندیس هستند یا تجربه استفاده از محصولات این شرکت را داشته اند. روش نمونه گیری گلوله برفی است. نمونه مطالعه شده 95 نفر بوده است و مصاحبه ها در بازه زمانی دی تا اسفند 1403 صورت گرفته است. نقشه نهایی به دست آمده نشان دهنده این است که درمجموع ساندیس برندی نسبتاً موردپسند در شهر تهران است. مخاطبان تداعیاتی چون تنوع محصول، تعهد به نوآوری، خاطرات نوستالژیک، برندسازی، ارتباط با جوانان، حس راحتی و آرامش و محیط زیست و مسئولیت اجتماعی را برای برند ساندیس عنوان کرده اند. تداعیاتی منفی درباره این برند مفاهیمی چون حکومتی بودن برند، کانال توزیع ضعیف، حضور اجتماعی ضعیف، رقابت با سایر برندها، تغییر محسوس مزه و رنگ، تجربه شخصی منفی و عدم تخفیف و پیشنهاد ویژه بودند.Studying Sundis Brand Identity: Solutions for Improving It among Consumers in Tehran Province through Brand Concept Mapping
Brand identity is a crucial element of any brand. A deeper understanding of brand identity and emotional connections can enable the brand of Sundis to foster positive customer experiences that enhance loyalty. The brand identity of a company significantly influences its image and reputation, leading to numerous benefits. In this context, the brand concept map serves as an effective tool for extracting brand imagery. This study aimed to create a brand concept map for Pakdis Company (Sundis Brand). It was applied research in nature. The statistical population included individuals, who purchased Sundis products in Tehran Province or had experience using the company's offerings. A snowball sampling method was employed, resulting in a study sample of 95 participants. Interviews were conducted between January and March 2025. The final concept map indicated that Sundis was generally regarded as a popular brand in Tehran Province. Respondents highlighted positive associations, such as product variety, commitment to innovation, nostalgic memories, effective branding, youth connection, comfort and tranquility, and environmental and social responsibility. Conversely, negative associations included perceptions of government ownership, inadequate distribution channels, weak social media presence, competition with other brands, noticeable changes in taste and color, negative personal experiences, and a lack of discounts and special offers. Introduction In today’s competitive landscape, differentiation has become increasingly challenging, yet essential for companies striving to survive in the market. Consequently, many researchers have underscored the significance of a strong brand identity. Throughout history, the concept of identity has remained a fundamental and enduring aspect of human existence. People have continuously grappled with this issue, seeking understanding and enlightenment. Exploration of identity transcends the confines of individual experience, encompassing various dimensions of human interaction. Brand identity encompasses a strategic set of tools that companies employ to enhance brand recognition, distinguish themselves from competitors, increase brand value, and foster customer loyalty. It is through brand identity that a significant relationship can be established between the customer and the brand. Developing and refining a brand identity that facilitates fruitful connections with potential customers is a vital skill for brand managers. The food and beverage industry is one of the most significant sectors in Iran, making marketing research essential for its advancement. This study focused on the brand of Sundis, part of Pakdis Company, as a case study, aiming to extract a conceptual map of the brand. Specifically, the researchers sought to answer the following question: What characteristics define positioning of the Sundis Brand in the minds of its audience (customers)? The findings could be valuable for stakeholders in the food and beverage industry, particularly for the management of Pakdis Company, as they revealed how the brand was perceived, which characteristics were deemed most important, and how these attributes were prioritized by consumers. Materials & Methods This research was applied in nature. The statistical population included individuals, who purchased Sundis products in Tehran Province or had experience using the company's offerings. A snowball sampling method was employed, resulting in a study sample of 95 participants with interviews conducted between January and March 2025. In the brand concept map methodology, the sample size was flexible with theoretical saturation determining the number of participants. Data collection was conducted using a qualitative approach through semi-structured interviews. The Zaltman (Zimmet) metaphor extraction technique, a well-known method for consumer mapping, was employed. Although the Zimmet method has gained traction in management and internal marketing research in recent years, its application in the field of brand identity—particularly for domestic brands like Sundis—remains limited. This study selected the Zimmet method due to its alignment with the deep and subjective nature of brand identity. By focusing on consumers' metaphors and mental images, this method provides access to a rich and unconscious understanding of brand identity that is often unattainable through quantitative or surface-level approaches. The Zaltman metaphor extraction technique serves as a tool for exploring mental models, examining consumer thought processes and behaviors. In this study, the brand concept map method was utilized to identify the brand identity of Sundis. Additionally, Xmind software was employed to create social maps that uncovered consumers' deep concepts and mental images related to the brand. During the association extraction phase of the brand concept map method, participants were first informed about the confidentiality of their responses, the concept of brand associations, and the brand concept map methodology. An unrelated example of a brand concept map was also provided for clarity. Participants were then asked an open-ended question: "What associations come to your mind when you see or hear the brand of Sundis?" They were instructed to categorize these associations as either positive or negative. At the conclusion of this stage, the associations mentioned by more than 50% of participants were selected for inclusion in individual maps. Research Findings The final map indicated that Sundis Brand enjoyed a relatively strong popularity in Tehran. Respondents identified various positive associations, including product diversity, a commitment to innovation, nostalgic memories, effective branding, connections with youth, a sense of comfort and tranquility, and environmental and social responsibility. Conversely, negative associations included perceptions of government ownership, inadequate distribution channels, a weak social media presence, competition with other brands, noticeable changes in taste and color, negative personal experiences, and a lack of discounts and special offers. Regarding the demographics of the study sample, the qualifications of the interviewees were as follows: 67% of respondents were male, while 33% were female. The most significant age group represented was between 30 and 40 years, comprising 54% of the sample. Additionally, the highest frequency of respondents had a high school diploma or lower education level, accounting for 47% of participants. Discussion of Results & Conclusion Based on the conceptual map obtained, the results of this study could be categorized into 3 levels. The first level pertained to associations related to Sundis Brand, the second level addressed the marketing mix, and the third level focused on the challenges and solutions faced by the brand. At the first level, Sundis was recognized as a relatively popular and well-known brand. The key factors contributing to this perception included the brand commitment to innovation and its historical background. Regarding the marketing mix, Sundis products were primarily viewed as premium juices with challenges such as inadequate distribution channels, ineffective digital advertising, a lack of discounts and special offers, minimal involvement of celebrities, and weak online advertising campaigns. The findings suggested that strong brands established unique and compelling associations in the minds of customers. These associations formed an organized network, influencing customer perceptions. When a positive image of a product was created in the consumer's mind, they were more willing to pay a premium for it and the opposite was also true. Additionally, the study indicated that a positive attitude towards the brand identity of Sundis could significantly enhance customer loyalty and strengthen brand associations. These positive associations functioned similarly to reactive advertising, helping to attract new customers. To maintain a competitive edge in the market, managers at Pakdis Company must not only focus on continuous innovation, but also consider consumer attitudes, perceptions, and associations regarding their brand and products. Effectively selecting the target customer base and crafting the optimal marketing strategy based on consumer insights can significantly enhance the brand image. Furthermore, understanding these mental associations is crucial for the company to adopt appropriate strategies that attract a quality customer base. In summary, recognizing and understanding customer mental associations is essential. By leveraging this information and creating a mental map of consumers, companies can develop targeted programs in areas, such as the value chain and product development, as well as achieving global quality standards, ultimately enhancing product competitiveness in the long term.
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