branding

Today, the world faces a major problem called population growth, one of the consequences of which is food shortages. Therefore, organic farming is considered as one of the most effective approaches to responding to the challenges facing human beings in realizing sustainable development. The purpose of this research is to provide a comprehensive model of branding for sensory marketing based on an interview with 20 experienced experts and marketing proficient, aspects of model and variables related to the use of MAXQDA software has been identified. Finally, based on the detected final criteria, the model is presented based on the data theory method. The results of open coding of the collected qualitative data using the interviewing tool showed that 86 open codes were identified among 331 concepts. Finally, 86 initial codes in the form of 18 categories of brand value, trust, brand awareness, marketing, brand image, knowledge and vision of production and development, risk, performance, cultural factors of consumption, financial factors, process, competitive advantage, socio-ecological responsibility, role of Government organizations, customer requirements, brand identity, customer loyalty, product attributes, are identified.

According to the matter of knowledge-based businesses development in economic development and job creation of the state, it is so important to identify effective strategies and factors in developing entrepreneurship, supporting commercializing and branding of knowledge-based businesses and the environment in which these businesses fare formed. The purpose of the present research is offering an entrepreneurial branding model to knowledge-based firms. This is a qualitative research with the grounded theory approach. In this research, 20 experts of marketing, branding fields and managing directors of knowledge-based firms were studied through semi structured interviews by using purposive sampling method. Interviews were continued up to reach theoretical saturation point and after analyzing extracted codes in triple coding stages, 165 primary conceptual propositions were identified from open coding, 5 categorical propositions from axial coding and 23 main factors from selective coding and then the final model were extracted. In paradigm model of grounded theory, the pivotal phenomenon of the research has been considered the entrepreneurial branding process in the knowledge-based firms of the state and the casual, demographic and intervening conditions of this phenomenon were identified after fulfilling research stages. It was also offered the results and consequences of branding in these types of institutes in the model.

The history of branding in Iran dates back to a few decades and its importance has recently been recognized by businessmen. The present study aims to add to the scientific aspect of branding, clarify the issue of branding, identify its principles and provide guidance for those making decisions in branding issues. Hence, the objective of this study is to provide a model for branding sporting sportswear in Iran . In the category of basic and data-based researches, this research is of mixed nature. This kind of study includes predetermined and emergent methods, open-ended and closed-ended questions, various forms of data, content and statistical analysis, and the final conclusions are based on the findings obtained from both qualitative and quantitative approaches. The present study was done using the exploratory tool compilation plan and based on it; the qualitative aspect of the research was done. Purposeful sampling and snowball sampling technique were used to perform in-depth interviews. A total of 15 interviews were conducted with experts. In fact, the sampling continued up to the step that the research reached to an adequate theoretical saturation. Based on the results, branding and sale of sportswear were classified into seven and eight levels, respectively. The findings include value creation, customer perception, online sales, accessibility, online payment conditions, displaying other customers' views and monitoring the sales. The research results also revealed all levels of recognizing the customer needs, competitors' activities, sportswear-related services, facilities, identification and pristine advertising that should be taken into consideration to brand Iranian sportswear.

Purpose:  In recent years, it has become more necessary to seek and apply new strategies to strengthen the foundations and diversification of economic activities in rural areas. Accordingly, in the context of the new theories of sustainable development, one of the approaches that is of great importance for the growth and sustainability of businesses in today's complex environments is branding. Therefore, the main purpose of this study was to identify businesses with branding potential in Turkmen Sahara of Golestan province in Iran. The overwhelming limitations of product marketing are supporting the declining revenues of traditional sources in dealing with competitive markets as well as trying to expand, making available and identifying regional products with a branding approach Design/methodology/approach: In this study, we first identified and localized the branding indices and then identified the brand-liable products in the region using the Additive Ratio Assessment (ARAS) method in multi-criteria decision making. Findings: The results showed that among the indicators of brand products in rural areas, satisfaction index with weight of 0.095 was put in the first place followed by adaptability with weight of 0.091, quality-orientation approach with a weight of 0.086 and valuable with a weight of 0.081. Also, among the common businesses and products in the region, cotton cultivation with a coefficient of 0.971 was the first priority followed by carpet weaving with a coefficient of 0.966, traditional foods with a coefficient of 0.952, Turkmen horse breeding with a coefficient of 0.943 and eco-tourism with a coefficient of 0.924 for planning the branding of products and services based on Brand Explanatory Indexes and using ARAS method. Practical implications: The study provides a perspective on the process of branding products and services in rural areas. Originality/value:  This paper makes two major contributions: first, the introduction of branding indicators for rural businesses, and second, applying decision making models in the process of branding products and services with brand potential in rural studies.

The aim of this research paper was to determine the role of urban space design on cities competitiveness in the process of globalization. In the era of globalization and with the rush of investors to find attractive places for investment, cities are becoming the focal points for investors and the urban managers, who need to present a variety of attractions to draw financial capital and be able to compete with other cities. But, it seems these days, capital and time is wasted due to the lack of coherent theoretical foundations regarding the role of urban design professionals in making cities and urban spaces more attractive. This study explains and discusses the role of urban design in the process of making cities attractive in order to compete, by using a descriptive approach and by studying and reviewing relevant scientific resources and researches. The outcome of this study shows that today the relationship between urban design and urban economic conditions are reversed, and this phenomenon, based on the aims that have been mentioned in this article, has created a new model of urban space management in order to attract investors and develop urban growth.

Background: Today, the influence of the media on the moral relations of individuals at the interpersonal and social level is an important part of the field of social sciences. The structure of TV talk shows is one of the most influential programs in the lifestyle and behavior of the audience. Therefore, the present study was formed with the aim of designing a branding model for a television talk show with an emphasis on ethical and social factors. Method: This is a qualitative research in terms of the purpose of applied research and exploratory research that used the Grand Theory method. The community included media professionals and TV producers and programmers, from whom 30 people were selected as a sample by the method of snowball and achieving theoretical saturation. It was an in-depth interview tool. And data were analyzed using selective open-axis coding method. Results: The findings showed that 51 open codes in 14 central dimensions affect the branding of television talk show. Conclusion: Based on the model obtained from the present study, in order to brand a television program, it is very important to observe ethical components as a central category. This central category is influenced by causal conditions such as the identity of the program and the professional ethics of managers, and with strategies such as incentive and punitive policies, the development of ethical policies and continuous improvement can be approached to the ultimate goal of branding. However, it should be noted that this way political, cultural, social and economic factors intervene, and contextual issues such as center management, conflict of interest and communication channels should also be considered. Article number: 65

This study aimed to investigate the effect of brand personality on the loyalty of Mazandaran Nassaji Football Club fans. This study was an applied descriptive survey. The statistical population of this study includes all fans of Mazandaran Nassaji Football Club in 2021, whose number was unlimited; therefore, 384 people were selected as a sample using the available Krejcie and Morgan table by available sampling method. Data collection tools in the present study are two standard questionnaires: the Siutsu personality questionnaire of sports teams (2012) and the Mahoni et al. loyalty questionnaire of sports team fans (2000). Descriptive statistics and inferential statistics were used to analyze the data by SPSS and Amos software. The results indicate that the brand personality and its dimensions (competition, prestige, ethics, originality, and credibility) affect the loyalty of Mazandaran Nassaji Football Club fans. It is suggested to the managers and officials of sports clubs to use the results of this research in the sports club in order to increase income and the need for self-sufficiency and attract new fans and fan loyalty.

Some cities have unique and special features that have created a strong image of them in the minds of people elsewhere; But there are many cities that, despite their special features, have not been successful in this area. The purpose of this research is to validate the urban brand model in order to develop the tourism industry in Gilan province. The statistical population of the study includes managers and experts of Guilan Cultural Heritage and Tourism Organization and employees working in tourism services offices of Guilan Province. Using a researcher-made questionnaire, 201 of them by Simple random sampling method were selected. Structural equation modeling using LISREL software was used to validate the model. The results of model validation showed that There is no significant relationship between contextual factors and strategies. But there is a significant relationship between other relationships in the model and the relationship between them was confirmed.

The current research deals with the modeling of value creation process by using viral marketing in line with branding in the banking industry (case study: Tejarat Bank). This research has a mixed approach based on thematic analysis method and is based on the research objective of exploratory type and the method of collecting information from library and field type. The statistical population for conducting semi-structured interviews included professors, policy makers and marketing managers. Sampling was done by snowball method and data analysis was done using MAXQDA software, in total 69 basic themes and 5 organizing themes were extracted. At the technology level, there are six categories of using appropriate tools, channels and technologies, the type of social network and being popular, advertising campaigns, ease of message transmission, message sharing mechanisms, and at the level of message content, there are five categories of message content: creating a positive attitude in the audience, comprehensibility, Innovation in the message, specialization of the message, non-repetition of the message and the quality level of advertisements, six categories of up-to-date information, comprehensiveness and inclusiveness of advertisements, personalization of the message, usefulness of information, value of the message, accuracy of information and the level of credibility, which include the categories of source reputation, expression Making the product is the functionality of the product. In the quantitative section that was done using Smart pls software, the results showed that among the identified components, the correct targeting component with a path coefficient of 0.557 had the highest path coefficient.

Purpose : Considering the competitive space of online businesses, branding would be the key element for achieving a competitive advantage. This study aimed at providing a digital marketing model for online business branding. Method : This was a fundamental study in terms of objective, which was conducted by using the mixed method based on deductive-inductive reasoning. Moreover, the identified indicators were validated by using the Fuzzy Delphi Method (FDM). Data analysis was done through MaxQDA and Matlab software within qualitative and quantitative phases, respectively. Findings : The main categories of the study included marketing strategy, personalization, website design, consumer interaction, product features. Digital branding is at the center of the analytical model with dynamic interaction with four categories mentioned above. The website should be designed flexibly to provide customers with a personalization option. Furthermore, the product/service mix must be based on innovation. Conclusion : The needs and expectations of customers should also be found through interaction with customers. Finally, business management was obtained through marketing strategies.

The current research mainly aims to investigate the effective factors in creating a food tourism brand in Shiraz. The statistical population includes all experts in the field of tourism and hotel management, food, cooking, and restaurant industry, and tourists, who were selected using the purposeful sampling method. First, 13 factors were identified according to research literature. The identified factors were given to 10 selected experts who were aware of the desired criteria. Then, the relationships between these factors were determined using the fuzzy Dematel method, and the answer to the second question was also determined. The results showed that the factor of investment in the field of food tourism, and using new advertising tools in this field are the most important thing in creating a food tourism brand in Shiraz. The parameters of food quality and food authenticity are the most effective in this area. In addition, creating a good feeling towards the brand and advertising, in this field are among the most effective parameters, respectively. Food tourism branding issue is the most important issues that should be considered in Shiraz. In this regard, it is possible to identify the foods of Shiraz as intangible cultural heritage, bring them to the national register, prepare their files for global registration in UNESCO, and conduct cultural and political consultations so that the files should be presented at the international level.

Introduction: The concept of ethical branding comes from the intersection of business ethics and brand management. An ethical brand is a brand that prevents harm to others. The purpose of this research is to provide a model of ethical variables influencing branding. Material and Methods: The current research is qualitative and among exploratory and applied research. The statistical population of this research includes business owners in East Azerbaijan province. Through targeted sampling, 15 people were selected as a sample from the target population. The data collection tool was semi-structured in-depth one-on-one interviews. Finally, the obtained data were recorded and analyzed by theme analysis method using MAXQDA18 software. Results: Examining the findings and conducting thematic analysis indicated the effect of 4 main ethical variables or main themes, which included: corporate ethical philosophy, corporate ethical communication, corporate ethical culture and ethical image. Conclusion: The unethical activities of businesses have caused many concerns for managers and academic researchers, because unethical behavior on the one hand affects the brand's personality and on the other hand, the decline of the company's reputation among customers, lack of it leads to repeat purchases and sanctions and punishment of the business by customers. Paying attention to the 4 factors presented in the formation model of ethical branding can have a significant impact on creating brand trust and satisfaction in commercial businesses.

Purpose: The key to startup success is a brand-centric approach that combines brand leadership strategy with creative, targeted, and cost-effective business methods. In the brand-centered approach, all company processes revolve around the development of brand identity in continuous interaction with customers, to create long-term competitive advantages for the brand. The purpose of this research is to investigate the impact of entrepreneurship-based branding in cyberspace on the performance of startups.Method: The current research is of an applied type and with a mixed method and a sequential qualitative-quantitative approach, first qualitative and then quantitative data was collected and analyzed. Due to the small size of the population, sampling was not done and all 52 people were examined. Smart PLS software was used to analyze quantitative data and test research hypotheses and implement structural equation modeling. Confirmatory factor analysis was also used to test the significance of the relationships and the fit of the obtained measurement models. To analyze the data and test the research hypotheses, the structural equation modeling method was applied.Findings: Qualitative findings showed that the branding model based on entrepreneurship in cyberspace includes six main themes and 18 sub-themes. Causal factors include risk-taking categories, business situation analysis, and brand content capabilities; Background factors include the categories of brand organizational structure, market orientation, and brand orientation; intervening conditions include the categories of legal infrastructure, customer characteristics, and economic uncertainty; the central category includes the three categories of brand vision depiction, brand integrity and entrepreneurial capabilities; strategies including three categories of brand positioning, strategic planning for branding and value creation; And the consequences include three categories of competitive advantage, strategic brand development and brand identity development. Quantitative findings showed that the causal conditions of branding with a score of 26.719 has a positive and significant effect on entrepreneurial branding; Entrepreneurial branding with a score of 4.873 on value-based brand positioning; And value-based positioning with a score of 29.960 has a positive and significant effect on the performance of startups.Conclusion: The results indicate that the branding model based on entrepreneurship in cyberspace and its impact on the performance of startups includes six main themes and 18 sub-themes, and branding based on entrepreneurship in cyberspace has a positive and significant effect on the performance of startups.