Identify the parameters that determine brand value and provide a model for brand pricing and valuation

Subject Areas : business management

vahidreza nesabi ¹ , Bahram kheiri ² , hamidreza yazdani ³

1 - Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
2 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Department of Management, Farabi Campus Branch, University of Tehran, Qom, Iran

Received: 2022-01-16 Accepted : 2022-05-15 Published : 2022-12-22

Keywords: Brand Value, brand valuation, Tadbirgaran Farda Omid company,

Abstract :

The purpose of this study is to identify the parameters that determine brand value and provide a model for pricing and brand valuation of Tadbirgaran Farda Omid Company (Private Joint Stock). In the research methodology section, using the Delphi method, the views of experts, managers, experts and experts of the company who deal with this matter, has been used, and finally led to the extraction and identification of variables. The statistical population was 382 people who according to Cochran's formula, finally 360 people were selected as a sample and randomly. Based on the research literature and expert opinions of experts, a total of 62 factors have been identified. The fuzzy Delphi approach was used to screen the indicators and identify the final indicators, and 55 indicators were extracted in the first round, 51 indicators in the second round and 46 indicators in the third round. Barriers identified in four dimensions: perceived quality, brand awareness, brand loyalty and brand association have been identified, which have been ranked first to fourth, respectively.