خلاصة:
Corporate brand is one of the most important assets of any company. Nowadays, companies allocate huge budgets for their brand development. Any company requires information such as brand image and brand identity development of brand strategy. Brand concept mapping is one of the best tools for brand image extraction. In this research, the purpose of the researcher was to extract brand concept map for the mobile company (Hamrahe Aval) for this purpose, data collected by interviews, the interviews was carried out from 92 Hamrahe Aval audiences of which 77 were customers and 15 were non-customers. The Audiences have identified associations such as a reputable brand, a prestigious brand, the excellent service and a strong social presence for the brand, reflecting the positive image of the brand in the audiences' mind. The only negative associations with the brand were concepts such as the imitator brand and text messaging.
ملخص الجهاز:
Accordingly, the researcher in this study aims to extract the brand image of Hamrah-e Aval company using a brand concept map.
To this end, 92 individuals from this brand's audience, including customers and non-customers, have been studied, and the brand concept map of Hamrah-e Aval has been extracted based on their information.
D. & Chapman, S 2- Theoretical Foundations and Research Background 2-1- Strategy and Brand Roadmap Strategy can be defined as a long-term plan that achieves business goals with appropriate efficiency and effectiveness by utilizing the alignment between the internal and external environments of the company; in other words, strategy provides the roadmap and path for the company to move from its current position to its desired position (Stinkamp, 2017, 1).
Brand image consists of the observations that the audience perceives from your brand and, in other words, shows the current state of your brand, which can be compared with the desired state or brand identity to formulate a strategy for the company's brand (Davies, Mete and Whelan, 2018, 4).
The purpose of this research was to extract the brand association network of Hamrah-e Aval and Irancell from the perspective of the subscribers of these two operators and to compare their mental images using three criteria: power, desirability, and uniqueness.
Modarresi and Ziaei (1394), in their research titled "The Effect of Brand Communications on Loyalty: A Study of the Mediating Role of Brand Credibility and Mental Image of Mobile Phone Operator Subscribers," investigated the Hamrah-e Aval brand, and the results showed that brand credibility has a positive effect on the mental image of the audience.
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