اسماء عیدی

In today’s world of competitions, the concepts of branding and market management are accompanied by brand and branding. Branding is the only way to stay in sustainable and profitable business in the market. As an identity provider for a product or a service, the brand represents the quality of the product and the service, as well as the commitment of the provider. It finally leads to an increase in economic value and an expansion of commercial activities out of geographical border. This research aims are to investigate branding strategies and pistachio products exporting as a strategic and beneficial agricultural product of Iran. To examine this aim, the SWOT model is used to analyze weaknesses, strengths, opportunities and threats. Delphi model is employed to examine group opinions and consensus-building. The results indicated that ‘high quality of pistachio in Iran’ and ‘existence of various types’ are the most critical strength points and ‘poor modern marketing technique’s acquaintance of exporters’ and ‘not recognition of various cultural tastes and features and global standards’ are the main weaknesses. The key opportunities are ‘global fame of Iranian pistachio’ and ‘existence of various global markets’. ‘Emphasis on the branding on rival countries’ and ‘‘neglecting foreign customers’ needs’’ are the main threats in this research. The results of internal and external factors’ investigation matrices revealed that according to the final total record of internal and external factors, W-O Strategies is the strategy for branding and exporting pistachio in Iran.

The present study aims to evaluate the sustainability of water resources management among wheat farmers in the villages of Maragheh City in Iran. This study is applied research conducted using a survey method. The statistical population includes all irrigated wheat farmers in Maragheh City (N=240). According to Krejcie and Morgan's table, the statistical sample size is estimated to be 149. The samples are selected using the stratified sampling method. A correlation test and a multiple regression analysis are used to analyze the data and the Radar is used to assess the sustainability of agricultural water resources management. The results indicate that there is a direct and significant relationship between the farmers' application of measures related to sustainable water resources management and their attitudes toward sustainable water resources management, agronomic, economic, educational-extensional, policy-making, and institutional factors, the area under cultivation, and income. Moreover, there is an inverse and significant relationship between the farmers' application of measures related to sustainable water resources management and membership in rural organizations. The results of multiple regression analysis, which is used to investigate the effects of the independent variable on the dependent variable (the application of measures related to sustainable water resources management in agriculture) show that five variables of economic, educational-extensional, social, and agronomic factors and farmers' attitudes toward sustainable water resources management explain about 63% of the variance of the dependent variable. From the perspective of irrigated wheat farmers in Maragheh City, the sustainability of agricultural water resources management is evaluated to be at a moderate level according to the total scores obtained for them.