Role of Brand Dynamics in Strategic Positioning of An International Business (Case study: A Handcraft Store Named Dasto)

Subject Areas : Strategic Management Researches

Gholamreza  Amini Khiabani ¹ (کارشناسی ارشد مدیریت اجرایی، دانشگاه آزاد اسلامی واحد علوم تحقیقات تهران)
Karim  Hamdi ² (.....)

Received: 2016-03-22 Accepted : 2016-06-09 Published : 2016-09-20

Keywords: Brand Extension, Brand Monetary Value, Brand Power, Brand Positioning, Strategic Positioning,

Abstract :

Today, brand management takes into account as an organizational strategic topic which helps organizations to create value for the customers who attend foreign market and lead to sustainable competitive advantage across the world. In this research, we investigate on four brand dynamics including Brand Positioning, Brand Extension, Brand Monetary Value, and Brand Power, effecting in strategic positioning of an international business. Our target population includes foreign customers of a handcraft store named “Dasto” who were selected based on simple accidental sampling, answered to the questions. This is a descriptive and functional research. To analyze the hypothesizes, we used t test for single sample, t test for independent samples, and one way variance analysis by means of spss software. Model analytical meaningfully was analyzed throughout structural equation modeling named way analysis. The results showed all brand dynamics stated in this research except monetary value are in a positive relationship with the strategic positioning of an international business.

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