Explaining market making and branding of Iran saffron based on strategic models (case study: Negin Zafaran Company)

There are different visions about market making and its adaptation to international standards. It is obvious that decisions based on achieving international brand should be made according to basic common and semi-common concepts of existing markets that need local adaptation. In the present study, a supply-demand model is proposed to facilitate the procedure of market making and product and service branding. Moreover, using strategic models for strategy configuration and standardization of Negin Zafaran brand and its adaptation with international brands, it was attempted to propose a model and evaluate its requirements. In this paper, after reviewing the issues relating to standardization concept, it is emphasized that brand core identity should remain fixed while its implementation must be localized. As a result, while retaining fundamental concepts of brand, strategy adaptation and its implementation according to local differences are accentuated

کلیدواژه ها:

brand ، strategy ، marketing ، branding supply ، demand model