Brand Marketing Research Papers - Academia.edu (original) (raw)

Today, the only thing that makes difference between similar products is theirs brand. In the international aspect, people prefer to buy industrialized countries products. Although extensive research has been carried out on different countries namebranding, these studies were in international scopes and less on internal. In this study, for the first time, by considering the Country of Origin (COO) a brand, how to marketing the “Made in X” brand for creating value for consumers was examined. To find the most effective factors in “Made in X” branding, experts’ opinions on possible basic strategies and effective criteria were collected and evaluated by hybrid model combining the DEMATEL and ANP methods. The research studied basic strategies and effective criteria were: 1- Product Strategy: Perceived Quality, Perceived Value, Experience Improvement of Product Using; 2- Price Strategy: Consumer Price Perception, Value Pricing; 3- Distribution Channels Strategy: Push & Pull, Multiple Distribution Channels; 4- Communication Channels Strategy: Advertising, Sales Promotion, Salespersons, Support & Sponsorship; 5- Governance Strategy: Policy-Making, Resource Allocation and Monitoring, Creating Security for Workers & Investors, Production Structure & Cycle, Culture Building, Encountering Economic Disruption; 6- End User Strategy: Pride for Brand. Given to the necessity of designing a production based economy in Iran, as a case study the development of the "Made in Iran" brand was studied. Based on the findings, among the evaluated basic strategies and criteria, false pride of consumers to foreign brands was found as the most effective factor in "Made in Iran" branding, besides to price perception, value pricing and security of workers and investors in the second rank along with experience improvement, advertising, support and sponsorship in the third place. To achieve prosperous in Iranian products marketing competition with foreign products, these priorities should be of interest to the policymakers and economic actors as starting points.