Exploration And Conceptualizing of Brand Value’s Assessment Dimensions in Iran

The aim of this paper is to assess brand value in Iran. In recent years brand value has been considered as one of the mostimportant areas in brand management. Brand value is considered as the net present value of the estimated future cashflows attributable to the brand. It is also referred to brand equity to direct the business society in the safe side throughgaining the competitive advantage in precise brand positioning. Initially, the study was exploratory research andgradually shifted to descriptive research. This study also distributed 220 questionnaires among the respondent throughsimple random sampling in three segment cities such as Tehran, Shiraz and Kish. The questionnaire consisted of fourdimensions that influence on brand value Assessment. The dimensions are Strategic Brand Environment (SBE), CustomerSatisfaction (CS), Integrated Brand Promotion (IBP) and Company Competitive Situation (CCS). The data analysis wasdone through the combination of SPSS and Lisrel to create exploratory and confirmatory factor analysis. The result ofthis study revealed the important and essential dimensions of brand value assessment that enable to construct theframework for Iranian companies to develop or extend their brand value in Iranian market.

کلیدواژه ها:

Brand Promotion ، Customer Satisfaction ، Value Assessment ، Competitive ، Iran