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      • Open Access Article

        1 - Designing a Genetic Model of Brand Identity: A New Approach to Higher Education Brand Management
        azade Fatemifar Naser Azad Abdollah Naami adel fatemi
        In a competitive and complex market of higher education, universities must adopt strategies to maintain and improve their competitiveness. They need to create competitive advantage through a unique set of features, and having a unique identity is vital to differentiate More
        In a competitive and complex market of higher education, universities must adopt strategies to maintain and improve their competitiveness. They need to create competitive advantage through a unique set of features, and having a unique identity is vital to differentiate and attract students and staff. The purpose of this study was to identify the effective components and design a brand identity model based on the concept of brand DNA in non-governmental universities. Methodology, In terms of purpose, was applied research and exploratory in nature which exclusively was conducted by the systematic grounded theory .The research population includes related academicians and experts of marketing and branding and the managers of universities. The research data were collected through in depth semi structured interviews. Judgmental sampling was used. To determine sample size continued to reach the theoretical saturation. And finally 13 interviews were conducted. Open, axial and selective coding was used to analyze the data. The components of data analysis in 6 main category, 11 main categories and 43 subcategories including causal conditions, contextual conditions internal factors and visual identity, axial phenomenon, intervening conditions, strategies ,outcome were categorized. The findings suggest that having a strong and integrated brand identity in higher education is essential and requires a comprehensive and coherent genetic infrastructure and approach. Manuscript profile
      • Open Access Article

        2 - The Impact of the Brand Management System on Employees’ Brand Performance in Travel and Tourism Companies
          Ardeshir Shiri Maryam Mesbahi Amin  Hemmati
        Given the increasing level of competition among service companies, the role and the importance of intangible assets have increased. A brand is an intangible asset that is the most important factor in distinguishing a company and creating a competitive advantage for it. More
        Given the increasing level of competition among service companies, the role and the importance of intangible assets have increased. A brand is an intangible asset that is the most important factor in distinguishing a company and creating a competitive advantage for it. In the competitive environment of the tourism industry, maintaining and developing the market share result from the brand performance. Since the role of staff is significant in transferring the company’s brand contracts to customers (in service companies), this research tried to understand why the brand management system was important. It also tried to empirically investigate the effect of the brand management system on brand performance at the employee level, and the mediation effects of brand identity, brand commitment, and brand loyalty. The statistical population of this research included employees of travel and tourism companies in Tehran. To get a sample size, the study used available sampling and Cochran’s formula. This is an applied research, and data analysis is descriptive and correlational. To analyze the data of the questionnaire, the study used confirmatory factor analysis and structural equation model. The results showed that the brand management system had no direct effect on the brand performance at the employee level. However, the brand management system indirectly influenced brand performance through brand identity, brand commitment, and brand loyalty. Manuscript profile
      • Open Access Article

        3 - Developing a Model for the Destination’s Brand Identity Using Grounded Theory
        hadi asghari Hamed Bakhshi Mozghan Azimihashemi Mohammad Hossein   Imani khoshkho
        Establishing a brand identity for tourism destinations may help ease the problems caused by the intangibility of tourism products and increase the concerted efforts of tourism service providers, ensuring stability in markets and facilitating the process of market segmen More
        Establishing a brand identity for tourism destinations may help ease the problems caused by the intangibility of tourism products and increase the concerted efforts of tourism service providers, ensuring stability in markets and facilitating the process of market segmentation. Therefore, considering the necessity for more attention to the destination’s brand identity due to increased competition within the tourism industry, this qualitative study sought to develop a model for establishing a brand identity for Mashhad city using the grounded theory method. To this end, some twelve managers, professors, and researchers working in the field of brand and tourism in Mashhad were selected to participate in detailed semi-structured interviews using purposive sampling. Then, the collected data were analyzed through open, axial, and selective coding. The study’s findings indicated the positive role of personal factors such as awareness of the destination’s brand or the tourists’ behavioral intentions in developing the brand identity of tourist destinations, which in turn influence the relevant strategies. In other words, such factors help the official select appropriate distinct marketing or development strategies, bringing about a variety of outcomes, including socio-economic development. Moreover, it could be argued that the strategies are set on the grounds of participation development in which the destination’s brand identity is formed. However, intervening factors such as micro and macro environmental factors should also be taken into account in this regard. Manuscript profile