Designing the anthropological model of the brand with the approach of revitalizing the brand in the food industry using foundation's data approach

Subject Areas : Futurology

Zohreh Zangoei ¹ , Faranak Khodayari ^{2 *} , آزاده اشرفی ³ , Fariz Taheri Kia ⁴

1 - , North Tehran Branch, Islamic Azad University
2 - North Tehran Branch, Islamic Azad University
3 - گروه مدیریت، دانشگاه آزاد اسلامی، واحد تهران شمال، تهران، ایران
4 - Assistant Professor, Department of Business Management, Firoozkooh Branch, Islamic Azad University, Firoozkooh, Iran.

Received: 2024-05-08 Accepted : 2025-06-30 Published : 2025-11-13

Keywords: Brand anthropology, brand revitalization, food industry, foundation data.,

Abstract :

The food industry is highly competitive in today's world. Brands are looking for new ways to communicate with their audience to attract customers and stand out from their competitors. The design of the anthropological model of the brand with the approach of giving life to the brand, as a new tool, plays an important role in promoting the brands of the food industry. The current research is applied in terms of purpose and in terms of nature and method, it is a qualitative type of foundational data theory. The research community includes academic experts. Data collection was done through targeted and snowball sampling with 15 experts using semi-structured interviews, and MaxQuda software was used for data analysis. In the coding stage, 13 main categories and 39 subcategories and 72 primary codes were selected. To ensure the validity and reliability of the research, the findings were approved by the interviewees. The results of the research showed that this model is introduced as an outstanding model for the food industry in the direction of sustainability and improving the quality of life of consumers. It can also be said that it plays an important role in enhancing the consumer experience and creating a sustainable relationship with them that evolves along with the values and needs of consumers.

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