Azin Bohlool - Marketing and export management MA- management department- Islamic Azad University Saveh Science and Research Branch – saveh- Iran

Trade names in the current economics of the world are as cornerstone elements of business. Trade name is considered to be as intangible assets of each company that is as a valuable source for companies. The identity of brand name is one of the features of brand name, and that is regarded to be as most important issue in managing brand name. The brand name cause to happen positive behaviors from the costumers' side like loyalty, mouth-to-mouth advertisement, visiting, and re-buying, and that is very important in relational marketing. for each brand name to be rich, that should recognize the identity of itself at the beginning terms of formulating the brand name, and that should shape in this image the mind of consumers. Today, brand name is like capital for the organization and its products. A brand name to have more authority, which should show loyalty in times. In the current research, it is to identify and discover the effective critical factors on brand. There should be a questionnaire including 23 items and 400 numbers in active companies of Clothing industry and distributed in Tehran. Out of 400, only 385 were collected. By the use of the factorial analysis, we just found six vital factors for identifying the most influential factors. After this sort of analysis, one factor removed in naming the factors stage, and 5 factors remained naming as brand sense, brand society, brand trust, brand equity, and brand personality. Cronbach's alpha for the study was 0/735.

brand, consumer behavior, Clothing industry