Islamic Art Studies

Islamic Art Studies

Designing an Organizational Brand Management Model in Bank Melli with a Focus on the Brand Logo

Document Type : Original Article

Authors
Sara Pesaran afsharian 1
Mohammad Haghighi 2
Mahdi Haghighi Kaffash 3
Hashem Aghazade 2
1 Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran
2 Associate Prof., Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran.
3 Associate Prof., Department of Business Management, Faculty of Management and Accounting, Allameh Tabataba’I University, Tehran, Iran
10.22034/ias.2021.261870.1466
Abstract
This research is mixed-methods, fundamental in terms of objective, and is considered field research according to the data collection method. The qualitative technique used was meta-synthesis, and in the quantitative part, system dynamics model analysis was employed. The target population consisted of managers and banking experts with a Master's degree or higher and work experience exceeding 10 years. The sampling method was snowball sampling, and the sample size, based on theoretical data saturation, was 7. In the qualitative part, interviews were analyzed using MAXQDA software, and in the quantitative part, the identified components were analyzed using Vensim software. Based on the research results, a total of 15 categories and 54 concepts were identified and extracted. These categories include brand identity management, brand equity, organizational culture, etc. The research findings can yield significant results for bank managers and marketing experts. It is quite evident that the importance of this category in Iran's financial services and banking industry is felt more than ever, due to the intensification of banks' shift from a static state to a competitive and dynamic industry.
Research Objectives:


Designing an organizational brand management model in Bank Melli with a focus on the brand logo.


Identifying variables affecting organizational brand management in Bank Melli and identifying the relationships between variables on this bank's brand management.


Research Questions:


What components does the design of an organizational brand management model in Bank Melli, with a focus on the brand logo, consist of?


What variables influence organizational brand management in Bank Melli?
Keywords
Brand Management
Organizational Culture
Brand Identity
Dynamic Brand Model
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