Developing and Validating a Strategic International Brand Management Model for Iran’s Cosmetics and Personal Care Industry

Document Type : Research Paper

Authors

1 PhD. Candidate, Department of Business Management, Sari Branch, Islamic Azad University, Sari, Iran.

2 Assistant Prof., Department of Business Management, Firoozkooh Branch, Islamic Azad University, Firoozkooh, Iran.

3 Assistant Prof., Department of Business Management, Sari Branch, Islamic Azad University, Sari, Iran.

4 Assistant Prof., Department of Business Management, Babol Branch, Islamic Azad University, Babol, Iran.

Abstract

Objective
Great brands don't happen by accident. They are the result of thoughtful, strategic, and creative planning, and anyone who manages or builds a brand must carefully develop and execute creative brand strategies. Therefore, companies need to understand strategic brand management to achieve effective value creation. The sustained growth in the globalization of markets also makes it necessary for companies to develop international brands. Effective strategic brand management is a critical prerequisite for developing a successful international brand and leveraging branding as a strategic business tool. As a cornerstone of contemporary marketing strategy, strategic brand management has become increasingly important in today’s highly competitive global markets. Accordingly, the primary objective of this study is to develop and validate a strategic international brand management model for Iran’s cosmetics industry.
 
Methodology
The study adopted a mixed-methods approach using a sequential exploratory design (qualitative–quantitative). In the qualitative phase, 15 experts from academia and Iran’s cosmetics and personal care industry (including university professors, international marketing specialists, and strategic managers in the cosmetics and personal care sector) were selected through purposive sampling in Tehran. The statistical population in the quantitative phase consisted of marketing and branding managers, supervisors, and brand consultants working in the cosmetics and personal care industry in Tehran. Based on the Krejcie and Morgan sample size table, the sample size was determined to be 201 participants, who were selected using a convenience sampling method. After reviewing the theoretical foundations, the predictive and determining factors of strategic international brand management were identified by focusing on causal conditions, contextual factors, intervening conditions, and strategic factors, as well as their resulting consequences, leading to the development of the research model. To validate the proposed model, a researcher-designed questionnaire based on a Likert scale was employed. The collected data were analyzed using structural equation modeling (SEM) based on the partial least squares (PLS) approach with the aid of LISREL software.
 
Findings
Based on the research findings, the predictive and determining factors of international strategic brand management include: causal conditions (government and media support, competition between domestic producers, globalization of the culture of cosmetics and health care use, and assistance in the development of non-oil exports), contextual conditions (establishment of knowledge-based companies and international marketing research for consulting activities and communications, review of all laws and standards of international markets, and review of the status of macroeconomic indicators), intervening conditions (limitations of the compatibility of cosmetics and health care industry products with the environment and sustainability, and the challenge of adapting to the local culture of each country), and strategies (segmentation of international markets, targeting in the international market, and positioning in the international market). The consequences of international strategic brand management include: economic growth of the country, promotion of the value of the national brand, and gaining a competitive advantage.
 
Conclusion
The findings of the study indicated that the predictors and determinants of strategic international brand management have a positive and significant effect on strategic international brand management. Furthermore, strategic international brand management was found to exert a positive and significant influence on its outcomes. The results of this study may assist marketing and branding managers, as well as brand consultants in the cosmetics and personal care industry, in strengthening their presence in international markets. In addition, researchers and practitioners involved in the use of open governmental information and data for knowledge creation in various formats may also benefit from the study’s findings.

Keywords

Main Subjects

References

 
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Journal of Business Management
Volume 18, Issue 2
2026
Pages 637-676

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