Model of Successful Branding in the Ceramic and Tile Industry Using Grounded Theory Approach

Document Type : Research Paper


1 Associate Prof. in Business Management, Shahid Beheshti University, Tehran, Iran

2 Ph.D. Candidate in Business Management, Shahid Beheshti University, Tehran, Iran


This research aims at identifying a model for successful branding in the Ceramic and Tile industry. According to the systematic approach in the grounded theory methodology, famous experts in ceramic and tile industry and the famous firms in the industry were selected. Experienced experts in the Ceramic and Tile industry were selected using snowball sampling methodology.  The data were gathered using depth-interviewing tool with 12 experts in three stages which finally led to theoretical adequacy. At the end, we identified a successful branding model in the Ceramic and Tile industry. The results showed that the effective role of the power of bargaining brokers in the relationship between producers and the consumers. It was also found that it is necessary to pay attention to national branding in the form of strong holdings in order to expand foreign markets.


Main Subjects

Aaker, D.A. (1991). Managing Brand Equity. New York: The Free Press.
Aaker, J. L. (1996). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.
Aghazadeh, H., Aghamiri, E. & Shahrami, F. (2017). Investigation of Business to Business equity influence on Ingredient Brand Equity and Purchase Intent of Final Consumer. Journal of business management, 8(4), 699-720. (in Persian)
Anholt, S. (2005). Anholt nation brands index: how does the world see America? Journal of Advertising Research, 45(3), 296-304.
Azadegan, A. & Wagner, S. M. (2011). Industrial upgrading, exploitative innovations and explorative innovations. International Journal of Production Economics, 130(1), 54-65.
Azizi, S., Ghareche, M. & Sattar, V. (2011). Explanation Model to Influencing Factors to Brand Performance in Food Industry. Journal of business management, 3(10), 115-126. (in Persian)
Chapleo, C. (2015). Brand ‘infrastructure’ in nonprofit organizations: Challenges to successful brand building? Journal of Marketing Communications, 21(3), 199-209.
Colabi, A., Zali, M., Yadolahi Farsi, J. & Rezvani, M. (2015). Conceptualization and Contextualization of Entrepreneurial Strategic Renewal. Journal of business management perspective, 15(3), 13-30. (in Persian)
Danaeefard, H. & Alvani, S.M. & Azar, A. (2012). Qualitative Research Methodology in Management: comprehensive approach. Tehran. Saffar Publication. (in Persian)
Dehdashti Shahrokh, Z. & Kahyari Haghighat, A. (2014). Impact of industrial brand equity to brand performance in the purchase center member's view. Journal of business management, 6(3), 475-496. (in Persian)
Demers, J. (2013). The Top 7 Characteristics of Successful Brands. Published by forbes. Available in: 2013/11/12.
Farhangi, A., Karoobi, M. & Sadegh Vaziri, F. (2015). Classic Grounded Theory: description of Grounded Theory Production Procedure about Brand Identity in Iran Healthy Tourism. Journal of business management, 7(1), 145-162. (in Persian)
Feng, N. (2015). Building a Strong Brand and Managing Brand. ASEE 2014 Zone I Conference, April 3-5, 2014, University of Bridgeport, USA.
Glaser, B. (1998). Doing grounded theory: Issues and discussions. Sociology Press. Mill Valley, CA.
Hassangholipour, T., Divandari, A. & Abbasi bani, F. (2014). A comparative investigation of Iranian exporters’ and American importers’ perception of Persian handmade carpet branding strategy in the U.S. market. Journal of business management, 6(3), 441-454.
Homburg, C., Klarmann, M. & Schmitt, J. (2010). Brand Awareness in Business Markets: When Is It Related to Firm Performance? International Journal of Research in Marketing, 27(3), 201-214.
Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers.
Kay, M. J. (2006). Strong brands and corporate brands. European Journal of Marketing, 4(7-8), 742-760.
Keller, K.L. (2001). Building Customer-Based Brand Equity. Marketing Management, 10, 14-19.
Keller, K.L. (2013). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education Limited. ISBN: 978-0-13-266425-7.
Kotler, P & Keller, K.L (1991). Marketing Brand Equity: Capitalizing on the Value of a Brand Name. Free Press, New York, NY.
Kuhn, K. A. L., Alpert, F. & Pope, N. K. (2008). An application of Keller’s brand equity model in a B2B context. Qualitative Market Research: An International Journal, 11 (1), 40‒58.
Masoomzade, A., Shamsi, J. & Ebrahimi, A. (2014). Developing Nation Branding Strategies in Iran. Business Management Perspective, 12(4), 29-52. (in Persian)
Rego, L., Billet, L., Morgan, M. T. & Neil, A. (2009). Consumer-Based Brand Equity and Firm Risk. Journal of Marketing, 73(6), 47–60.
Romera, E. (2015). Current and Future Challenges of the Ceramic Tile Firms. (Unpublished bachelor degree final project). Universitat Jaume.1.
Strauss, A. & Corbin, J.M. (1990). Basics of qualitative research: Grounded theory procedures and techniques. Sage Publications, Inc.: Thousand Oaks, CA.
Walsh, M., Winterich, K., Mittal, V. (2010). Do logo redesigns help or hurt your brand?The role of brand commitment. Journal of Product & Brand Management, 19/2 (2010), 76–84.
Wheeler, A. (2009). Designing Brand Identity. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. ISBN 978-0-470-40142-2 (cloth).