نویسندگان
1 دکترای مدیریت بازرگانی- عضو هیئت علمیدانشگاه آزاد اسلامیواحد رشت، ایران
2 کارشناس ارشد مدیریت بازرگانی، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Brand strength is a variable with the wide scope of definition that can survey marketing strategy and customers' perceptions.In this article, the strength of 23 brands of household appliances in Guilan market have been evaluated by using BAV models and with receiving customers' opinion from questionnaire.
The result indicated that as a whole,foreign brands are stronger than Iranian brands in the field of household appliances.Through four components of BAV model ,differentiation of foreign brands are much superior than Iranian brands.But about Iranian brands, knowledge is a component which has better position.According to this,we suggested that Iranian brands can use this competitive advantage in the field of knowledge to give identity to their brands and in the next steps for making strong brand,the concentration should be on relevance,esteem and differentiation respectively.
کلیدواژهها [English]
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