presetting a model for selection and developing brand with an emphasis on the role of strategies

Document Type : Original Article


1 Department of Business Administration ; islamic Azad University, Tehran South Branch,Tehran ; Iran

2 management department ;islamic azad university ; lamerd , iran

3 Assistant Professor of Islamic Azad University, Tehran South Branch, Department of Business Administration

4 Assistant Professor, Department of Business Management, Islamic Azad University, ghods city Branch . tehran, Iran


Changing markets play a big role in the decisions companies make.The global environment, in understanding the market, has created many complexities for marketers. Companies are constantly creating and using more up-to-date marketing strategies to gain more resources and stay in the market.Many companies rely on producing new products and entering the market to meet the changing needs and tastes of the consumer.One of the practical strategies in branding is brand development, so that today most companies and large businesses use this strategy to introduce their new products.With brand development, organizations can take other steps and develop and expand their brand image by reducing the risk of their brand image by producing and delivering goods and services using the same brand. This strategy will reduce costs, reduce risk and increase cost savings. Unsuccessful brand development leads to damage to the original brand and loss of brand equity. In the paradigm model of data-based theory, the main phenomenon of this research is the same process of presenting a model for selecting and developing a brand with emphasis on the role of strategies and the current conditions, background conditions and intervening conditions of these main phenomena were also presented, as well as the results.Build a paradigm model with detailed interviews related to data-based theory and the statistical population of this research has been selected from all prominent university experts with a scientific background related to branding management, managers and experts of companies.


Aaker, D. A., & Leadership, J. E. B. (2000). The Next Level of the Brand Revolution. The Free Press, New York, 351.
Al Saud, A. A., & Khan, M. R. (2013). Role of social media in brand development in Saudi Arabia. European Journal of Business and Economics, 8(1).
Ambler, T., & Barrow, S.(1996). The employer brand. Journal of Brand Management, 4, 185-206.
Andreini, D., Pedeliento, G., Zarantonello, L., & Solerio, C. (2018). A renaissance of brand experience: Advancing the concept through a multi-perspective analysis. Journal of Business Research, 91, 123-133.
Asfuroglu, D., Ökten, N. Z., & Okan, E. Y. (2020). Examining economic growth through brand development: A multinational analysis. Sage Open, 10(2), 2158244020921871.
Asgari dehabadi, H.R., (2011). Ranking Factors Affecting the Successful Implementation of Brand Development in Iran Using Multi-Criteria Decision Making Methods, Thesis, Ministry of Science, Research and Technology, Allameh Tabatabaei University, Faculty of Management and Accounting, M.Sc. (in Persian)
Baxter, S. M., Ilicic, J., Kulczynski, A., & Lowrey, T. (2015). Communicating product size using sound and shape symbolism. Journal of Product & Brand Management.
Bigi, A., Treen, E., & Bal, A. (2016). How customer and product orientations shape political brands. Journal of Product & Brand Management.
Black, I., & Veloutsou, C. (2017). Working consumers: Co-creation of brand identity, consumer identity and brand community identity. Journal of business research, 70, 416-429.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of marketing, 73(3), 52-68.
Buil, I., Martinez, E., & de Chernatony, L. (2009). Brand extension effects on brand equity: a cross-national study. Journal of Euromarketing, 18(2), 71-88.
Carlson, B. D., & Donavan, D. T. (2013). Human brands in sport: Athlete brand personality and identification. Journal of Sport Management, 27(3), 193-206.
Chatzipanagiotou, K., Veloutsou, C., & Christodoulides, G. (2016). Decoding the complexity of the consumer-based brand equity process. Journal of Business Research, 69(11), 5479-5486.
Choi, S. (2008). Brand Development Strategy for Local Identity Establishment-Focused on Yeosu City's Brand Development for Marine Products. The Journal of the Korea Contents Association, 8(2), 140-149.
Christodoulides, G., Cadogan, J. W., & Veloutsou, C. (2015). Consumer-based brand equity measurement: lessons learned from an international study. International Marketing Review.
Darvish, H., Najafizade, N., & Kianirad, D. (2016). Investigating the Effect of Retail Brands' customers Attitudes and Intentions to Buy on Trust, Pessimism and Perceived Profits (Case Study: Etka Chain Store in Arak). Pars Modir Quarterly, 3, 73-84. (in Persian)
Davari, M.R., & Soleimani Bashli, A., (2011). Branding in the financial services market (focusing on the banking industry). Rasa Publications. (in Persian)
Davcik, N. S., Da Silva, R. V., & Hair, J. F. (2015). Towards a unified theory of brand equity: conceptualizations, taxonomy and avenues for future research. Journal of Product & Brand Management.
Dehghanisoltani, M., Mohammadi, E., Pourashraf, Y.A., & Sayemiri, K. (2012). Investigating the Factors Affecting Consumers' Evaluation of Brand Developmen. Journal of Business Management, 1(5), 85-104. (in Persian)
Delgado-Ballester, E., Palazón, M., & Pelaez-Muñoz, J. (2017). This anthropomorphised brand is so loveable: The role of self-brand integration. Spanish Journal of Marketing-ESIC, 21(2), 89-101.
Delisle, M. P., & Parmentier, M. A. (2016). Navigating person-branding in the fashion blogosphere. Journal of Global Fashion Marketing, 7(3), 211-224.
Dwivedi, A., Johnson, L. W., & McDonald, R. E. (2015). Celebrity endorsement, self-brand connection and consumer-based brand equity. Journal of Product & Brand Management.
Ebrahimi, H., & Bagheri GhaleSalimi, M.(2015). Brand development and the role of commercial advertising (Case study: Products of Tabarak Company). Journal of Marketing Management. 26(10), 93-114. (in Persian)
Etezad, F., & Kargar, H. (2019). Investigating the effect of customer relationship management on brand development in the industrial art of handmade carpet in Iran (Case study: Tehran and Isfahan provinces). Goljam Magazine, 35, 195-216. (in Persian)
Feiz, D., & Dehghanisoltani, M. (2014). The Effect of Brand Eigenvalue on Assessing Consumers' Attitudes towards Brand Development of Iranian Rubber Products. Journal of Business Management Research, 6(11), 125-145. (in Persian)
Feng, N. (2014). Building a Strong Brand and Managing Brand. In ASEE 2014 Zone 1 Conference.
García, J. A. C., Galindo, A. D. V., & Suárez, R. M. (2018). The effect of online and offline experiential marketing on brand equity in the hotel sector. Spanish Journal of Marketing-ESIC.
Ghorbani, A.R. (2010). Brand Development and Consumer Attitudes towards It, Management Monthly, 21(161), 52-65. (in Persian)
Grzesiak, M., & Bilińska-Reformat, K. (2019). Young Consumers' Behaviours in Social Media and Their Impact on Personal Brand Development. Zeszyty Naukowe Wyższej Szkoły Humanitas. Zarządzanie, (2), 57-72.
Guzmán, F., Paswan, A. K., & Van Steenburg, E. (2015). Self-referencing and political candidate brands: A congruency perspective. Journal of Political Marketing, 14(1-2), 175-199.
Hegner, S. M., & Jevons, C. (2016). Brand trust: a cross-national validation in Germany, India, and South Africa. Journal of Product & Brand Management.
Hegner, S. M., Fenko, A., & Teravest, A. (2017). Using the theory of planned behaviour to understand brand love. Journal of Product & Brand Management.
Hegner, S. M., Fetscherin, M., & Van Delzen, M. (2017). Determinants and outcomes of brand hate. Journal of Product & Brand Management.
Hepola, J., Karjaluoto, H., & Hintikka, A. (2017). The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement. Journal of Product & Brand Management.
Kähr, A., Nyffenegger, B., Krohmer, H., & Hoyer, W. D. (2016). When hostile consumers wreak havoc on your brand: The phenomenon of consumer brand sabotage. Journal of marketing, 80(3), 25-41.
Kazemi, M., Ansari, A., & Rafiee, H. (2017). Analysis of the Impact of Brand Development Success Factors on Consumers' Attitudes towards Brand Development Considering the Mediating Role of Perceived Service Quality (Case Study: Bank and its affiliated service companies with D-brand in Isfahan). Farda Management Journal, 53, 208-191. (in Persian)
Keller, K. L. (2016). Reflections on customer-based brand equity: perspectives, progress, and priorities. AMS review, 6(1), 1-16.
Keller, K. L., Apéria, T., & Georgson, M. (2008). Strategic brand management: A European perspective. Pearson Education.
Kowalczyk, C. M., & Pounders, K. R. (2016). Transforming celebrities through social media: the role of authenticity and emotional attachment. Journal of Product & Brand Management.
Kucharska, W., & Mikołajczak, P. (2018). Personal branding of artists and art-designers: necessity or desire?. Journal of Product & Brand Management.
Merrilees, B. (2016). Interactive brand experience pathways to customer-brand engagement and value co-creation. Journal of Product & Brand Management.
Mirzaee, M., Mohammadkazemi, R., & Khademi, M. (2017). The effect of sports brand development on brand equity (Case study: Persepolis). Journal of Sports Management, 38, 531-548. (in Persian)
Morgan-Thomas, A., & Veloutsou, C. (2013). Beyond technology acceptance: Brand relationships and online brand experience. Journal of Business Research, 66(1), 21-27.
Nayebzade, Sh., Eghbali, A., & Radmanesh, Y. (2018). Investigating the Attitude moderation towards Advertising in the Relationships of the Original Brand Image and Brand Loyalty to Brand Development. Business Management Journal, 38, 7-36. (in Persian)
Nguyen, T. D., Dadzie, C., Davari, A., & Guzman, F. (2015). Intellectual capital through the eyes of the consumer. Journal of Product & Brand Management.
Osuna Ramírez, S. A., Veloutsou, C., & Morgan-Thomas, A. (2017). A systematic literature review of brand commitment: Definitions, perspectives and dimensions. Athens journal of business and economics, 3(3), 305-332.
Park, C. W., Eisingerich, A. B., & Park, J. W. (2013). Attachment–aversion (AA) model of customer–brand relationships. Journal of consumer psychology, 23(2), 229-248.
Pasternak, O., Veloutsou, C., & Morgan-Thomas, A. (2017). Self-presentation, privacy and electronic word-of-mouth in social media. Journal of Product & Brand Management.
Pino, G., Guido, G., & Peluso, A. M. (2015). Perceived images and vocations of local territorial systems: implications for place branding strategies. Journal of Product & Brand Management.
Polishchuk, T. V. (2009). Prospective Directions of Successful Brands'development in Ukraine. Actual Problems of Economics, (97), 129-137.
Poulis, A., & Wisker, Z. (2016). Modeling employee-based brand equity (EBBE) and perceived environmental uncertainty (PEU) on a firm’s performance. Journal of Product & Brand Management.
Rahimnia, F., Fatemi, S.Z.(2012). Investigating the role of customer-based brand equity in the impact of successful customer relationship and brand image in 5-star hotels in Mashhad. Journal of Modern Marketing Research, 1(2), 73-91. (in Persian)
Rialti, R., Caliandro, A., Zollo, L., & Ciappei, C. (2018). Co-creation experiences in social media brand communities: analyzing the main types of co-created experiences. Spanish Journal of Marketing-ESIC.
Santos-Vijande, M. L., del Río-Lanza, A. B., Suárez-Álvarez, L., & Díaz-Martín, A. M. (2013). The brand management system and service firm competitiveness. Journal of Business Research, 66(2), 148-157.
Scheidt, S., Gelhard, C., Strotzer, J., & Henseler, J. (2018). In for a penny, in for a pound? Exploring mutual endorsement effects between celebrity CEOs and corporate brands. Journal of Product & Brand Management.
Sharif Sheikholeslami, S.J., Yousefi, A.A., & Rahmani Samani, A. (2015). Evaluation of Factors Affecting Brand Development in Dairy Market (Case Study: Damdaran Company), International Conference on Management, Economics and Industrial Engineering, Tehran. Vira Capital Ideas Managers Institute. (in Persian)
Skaalsvik, H., & Olsen, B. (2014). Service branding: Suggesting an interactive model of service brand development. Kybernetes.
Soomro, Y., Abbas, S., Hameed, I., & Shakoor, R. (2012). Consumer evaluation of brand extension: Pakistani context.
Törmälä, M., & Saraniemi, S. (2018). The roles of business partners in corporate brand image co-creation. Journal of Product & Brand Management.
Vallaster, C., & Von Wallpach, S. (2013). An online discursive inquiry into the social dynamics of multi-stakeholder brand meaning co-creation. Journal of Business Research, 66(9), 1505-1515.
Veloutsou, C., & Guzman, F. (2017). The evolution of brand management thinking over the last 25 years as recorded in the Journal of Product and Brand Management. Journal of Product & Brand Management.
Zarantonello, L., & Schmitt, B. H. (2010). Using the brand experience scale to profile consumers and predict consumer behaviour. Journal of Brand Management, 17(7), 532-540.
Zarantonello, L., Romani, S., Grappi, S., & Fetscherin, M. (2018). Trajectories of brand hate. Journal of Brand Management, 25(6), 549-560.