عنوان مقاله [English]
نویسندگان [English]چکیده [English]
Despite increasing competition in the banking industry of Iran, creating more value for customers, in order to maintain and improve the competitive position of banks is necessary. Identify the valuation method and the formation of concepts related to the brand in the minds of customers, help to achieve this goal. This study mapped the network of brand associations of “Agriculture Bank of IRAN” and “Tejarat Bank”, using the “Brand Concept Map” technique to evaluate the brand associations of the two banks and their inter-relations in the mind of customers. Research has been conducted among university students in Tehran by accessible sampling method. and thereby the “Agriculture Bank of IRAN Consensus Brand Concept Map” With eleven core association Such as: wheat, farmers and gardeners, traditional, specialized bank in agriculture, green, and “Tejarat Bank Consensus Brand Concept Map” With eight core associations Such as: university, student loan, background and antiquity and State Bank; were drawn.