Designing a model of factors affecting the promotion of the image of the national brand (Iranian-made logo) in regional markets (Case study: Export of high voltage electrical equipment - transformer)

Subject Areas : Sustainable Development

Abdul Ali Ameri ¹ , Abdol allah Naami ² , Bita Tabrizian ³

1 - PhD Student, Department of Business Management, Roodehen Branch, Islamic Azad University, Tehran, Iran
2 - Assistant Professor, Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran (Correspondence Officer)
3 - Assistant Professor, Department of Economics, Roodehen Branch, Islamic Azad University, Tehran, Iran

Received: 2021-01-06 Accepted : 2021-03-07 Published : 2021-08-23

Keywords: National Brand, Electricity industry, national branding, Iranian brand, export of high pressure electrical equipment,

Abstract :

Global and regional developments have always made the need for successful exports with a focus on reducing costs and increasing product acceptance vital for any country's economy. One of the effective factors in export success is the valid national brand of the country of origin with the customers of the destination country. One of the industries with local capabilities and strong infrastructure in Iran is the electricity industry. Despite the quality and self-sufficiency in the products of this industry, the lack of a pattern in using the national brand in this industry has become an obstacle to reach regional markets. Accordingly, the main purpose of this study is to "present an effective model on promoting the image of the national brand of Iran."In this mixed research, which has been done sequentially. Researchers tried to identify the factors affecting the promotion of the national brand image (made in Iran) and its dimensions using the opinions of experts. Then, with the help of Maxqda software, the variables and the conceptual pattern of the relationships between them were extracted. In a small part, using the opinions of executives and exporters of high voltage power products, the local status of the research model was examined. The results of PLS software analysis in the structural equation model section showed that among these relationships, the variable "utilization of human, cultural, social and historical manpower capacities" has the greatest impact on strengthening the national brand and the variable "national macro policy" has the least impact.

References:

1. آشتیانی، الهام. (1385). بررسی تاثیر اعتماد و احساس به برند بر عملکرد برند، پایان­نامه کارشناسی ارشد، دانشگاه آزاد اسلامی، واحد علوم و تحقیقات، تهران.


2. خداداد حسینی. حمید، رضوانی. مهران، (1391)، مدیریت جامع برند (مکاتب ارزش­گذاری و توسعه برند ملی)، دفتر پژوهش­های فرهنگی.


3. خویه، علی؛ احمدی،فهیمه.(1391). مدیریت استراتژیک توزیع و پخش: مدیریت استراتژیک کانال­های بازاریابی، توزیع و پخش تهران: افرند، 1391


4. شیرخدایی. میثم، نوری­پور. امیرحسین، شریعتی. فاطمه، (1393)، تبیین نقش عوامل مربوط به برند و عناصر منتخب آمیخته بازاریابی در قصد خرید برند ملی، فصلنامة مدیریت برند، سال اول، شمارة اول، بهار، صص 127 –


5. فروزان. یونس، (1394)، تبیین انواع مدل های ارتباطات موثر در توسعه و گسترش روابط انسانی، دومین کنفرانس بین­المللی پژوهش در علوم و تکنولوژی، استانبول، ترکیه، اسفند 1394.


6. فیض. داود، میرمحمدی. سید محمد، زارعی. عظیم، ایزدخواه. محمد مهدی، (1396)، هویت برند ملی صادراتی ایران و استراتژی­های ترفیع آن، مدیریت فردا، سال شانزدهم، شماره 52، صص 121 -136.


7. کاپفرر، ژان، نوئل .(1389). مدیریت راهبردی نام تجاری. ترجمه سینا قربانلو، تهران انتشارات مبلغان،چاپ اول.


8. وظیفه دوست, حسین, حریری, مه سا. (1391). بررسی تاثیر استراتژی تعمیم برند بر تصویر آن در حوزه محصولات تند مصرف و خدمات. مدیریت بازاریابی دوره 7 (شماره 15), 41-66.


9. Ahn, M. J., Wu, H. C. (2015). The Art of Nation Branding. Public Organization Review, 15(1), 157-173.


10. Ambler, T. (1997). How Much of Brand Equity is Explained by Trust?. Management Decision, 35(4), 283-292


11. Andrei, A.G. (2017). the Impact of Nation Branding Campaigns on Country Image. Case Study: Romania. Management & Marketing. Challenges for the Knowledge Society, 12(2), 222–236. https://doi.org/10.1515/ mmcks-2017-0014


12. Anholt, S. (2011). Beyond the Nation Brand: The Role of Image and Identity in International Relations. Brands and Branding Geographies: 289.


13. Anholt, S. (2005). Anholt Nation Brands Index: How Does the World See America?. Journal of Advertising Research. Vol. 45. Issue 3. pp 296-304.


14. Aronczyk, M. (2007). New and improved nations. Branding national identity. In C. Calhoun & R. Sennett, Practicing Cultures (pp. 105–128). New York: Routledge.


15. Aronczyk, M. (2008). Living the Brand”: Nationality, Globality and the Identity Strategies of Nation Branding Consultants. International Journal of Communication, 2, 41–65.


16. Bianca, F. Ch., (2018), Nation Branding in Transition Countries: A Multimodal Analysis of Romania and Moldova Tourism Campaigns, Journal of Entrepreneurship, Management and Innovation, Volume 14, Issue 4, 2018: 81-106. DOI: https://doi.org/10.7341/20181444, Branding Geographies: 289, Branding.” Journal of Place Branding 1 (2): 173-186.


17. Cheregi, B. F. (2018). Nation Branding in Post-Communist Romania. A semiotic approach. Bucharest: comunicare.ro.


18. Del Percio, A. (2016). Nation Brands and the Politics of Difference. Signs and Society, 4(S1), 1–26.


19. Dinnie, K. (2008). Nation Branding. Concepts, Issues, Practice. Oxford: Elsevier


20. Fan, Y. (2006). Branding the Nation What is Being Branded. Journal of Vacation Marketing Vol. 12 No. 1, , pp. 5–14. Doi:10.1177/ 1356766706056633.


21. Fan, Y. (2007). Soft Power and Nation Branding. Brunel Business School Research Papers


22. Gilmore, F. (2002). A Country can it be Repositioned? Spain he Success Story of Country Branding. Journal of Brand management, 9(4): 281-293.


23. Hrala, J. (2016). The World Happiness Index 2016 just Ranked the Happiest Countries on Earth. available at: http://www.sciencealert.com/the-worldhappiness- index-2016-just-ranked-the-happiest-countries-on-earth


24. Jansen, S.C. (2008). Designer Nations: Neo-Liberal Nation Branding – Brand Estonia. Social Identities, 14(1), 121–142.


25. Jelena, Ž., Aleksandar, K. (2018), Comparative Analysis of the Value of Nation Brands, 179-191.


26. Kaneva, N. (2011). Nation Branding: Toward an Agenda for Critical Research. International Journal of Communication; Vol 5; p 117–141.


27. Leek, S., Christodoulides, G. (2011). A Literature Review and Future Agenda for B2B Branding: Challenges of Branding in a B2B Context. Industrial Marketing Management


28. O’Shaughnessy, J., O’Shaughnessy, N. J. (2000). Treating the Nation as a Brand: Some Neglected Issues. Journal of Macromarketing 20 (1): 56–64. doi:10.1177/0276146700201006


29. Okten, N.Z., Okan, E.Y., Arslan, U., Güngör, M.O. (2019). The Effect of Brand Value on Economic Growth: A Multinational Analysis. European Research on Management and Business Economics, 25(1): 1-7.


30. Olins, W. (2002). Branding the Nation-The Historical Context. The Journal of Brand Management 9 (4): 241–248. doi:10.1057/palgrave.bm.2540075.


31. Olins, W. (2010). Brandingul de națiune [Nation Branding]. In Ștefan Liuțe (Trans.), Despre brand [On Brand]. Bucharest: comunicare.ro.


32. Supphellen, M., Nygaardsvik, I. (2002). Testing Country Brand Slogans: Conceptual Development and Empirical Illustration of a Simple Normative Model. Journal of Brand Management, 9(4): 38-395.


33. Surowiec, P. (2012). Towards Corpo-nationalism: A Bourdieusian Study Exploring the Relationship between Nation Branding and the Reproduction of Polishness (1999–2010). (PhD thesis). Bournemouth University, UK.


34. Szondi, G. (2007). The Role and Challenges of Country Branding in Transition Countries: The Central and Eastern European experience. Place Branding and Public Diplomacy, 3(1), 8–20.


35. Van Ham, P., (2008), Place Branding: The State of the Art; The Annals of the American Academy of Political and Social Science. vol. 616 no. 1; p 126-149. March 2008.


36. Varga, S. (2013). The Politics of Nation Branding: Collective Identity and Public Sphere in the Neoliberal State. Philosophy and Social Criticism, 8(39)1–21.


37. Volcic, Z. (2012). Branding Slovenia. You Can’t Spell Slovenia Without Love. in N. Kaneva, Marketizing National Identities in the “New” Europe. New York: Taylor & Francis.


38. Widler, J. (2007). Nation Branding: With Pride Against Prejudice, Place Branding and Public Diplomacy. Place Branding and Public Diplomacy, 3(2), 144–150.