Implementation of Native Branding Pattern at Sahand Steel Industry Company
Document Type : Scientific research
Author
. Master of Business Administration, non-profit Charkh Niloufari Azarbaijan Institute, Tabriz, Iran
Abstract
In today's world, markets are highly competitive and customers are at the focus of companies. In this competitive environment, most researchers believe that the brand is an important part of a business and asset, and many businesses are interested in learning how to make a successful brand. This research seeks to extract a model for brand indigenousness. In this study, it is attempted to investigate if there is a different method of indigenousness at Sahand Steel Industry Company in the three -month period. This approach is in terms of inductive approach, and accordingly, the theory is formed from the concepts of data that was selected in accordance with the systematic model of the Data Foundation's theory of well -known experts in the current successful companies and a well -known company for the statistical population. The results of the analysis of the data obtained from the interviews during the open, central and selective process of data were created in the field of brand localization. The model designed in this study includes effective dimensions and components, causal conditions, contexts, intermediaries, and constituent elements that illustrate the pivotal phenomenon, consequences and strategies of public implementation. Finally, the application suggestions for localization of the Sahand Steel Industry brand are launched.
Keywords
Subjects
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Volume 1, Issue 4 - Serial Number 4
Spring 2024Pages 26-54
- Receive Date 18 May 2024
- Revise Date 30 May 2024
- Accept Date 13 June 2024