Abstract:
Strong brands bring numerous benefits for both the companies and their customers such as decreasing purchasing risk and searching cost and increasing the likelihood of repurchasing. It is not presented an applied model for determining the price of this asset in Iran, especially in terms of merger and acquisition. The purpose of this study is to develop a model for pricing brand value in Iran’s capital supply companies in terms of marketing strategies of merger and acquisition. The current study is qualitative research which is done by conducting grounded theory in MAXQDA software. Needed data were gathered from interviews and panel sessions with all the 21 pricing experts in capital supply companies during the year 2018, and were analyzed to extract the variables of the model of brand pricing to Rial. After that, open codes were categorized into 5 main categories and 2 sub-categories titled as: communication and performance environmental factors, marketing, brand, performance (financial and non-financial) , and corporate audit reports. Research findings; in addition, has developed an operational brand pricing model for Iran’s semi-public economy that is unprecedented in other studies.
Machine summary:
Designing and Identifying the Variables of the Pricing Model for the Company’s Brand Value in Merger and Acquisition Strategies Hamid Kheilnejad Department of Management, Roudehen Branch, Islamic Azad University, Roudehen, Iran Fariz Taherikia Department of Management, Firoozkuh Branch, Islamic Azad University, Firoozkuh, Iran (Corresponding Author) Fariztaherikia@yahoo.
The purpose of this study is to develop a model for pricing brand value in Iran’s capital supply companies in terms of marketing strategies of merger and acquisition.
The present study aimed to identify and explain the effective variables and design the rial pricing model of brand value by investment companies especially in the marketing strategies of merger and acquisition.
Investment companies are among the formal and licensed entities of the stock exchange organization to provide financial and marketing services like the merger and acquisition process, provide an expert price for all or part of the assets in a company including the intangible assets of a brand.
In addition, this study presented the validation model of brand value in the marketing strategies of mergers and acquisitions in Iran.
Interviews started from the questions related to the field of expertise and personal experiences to the questions about the main variables in determining the brand value price, merger and acquisition, and finally by raising the general model used by that investment company.
One of the main differences between the present study and other researches is that in the present study, the variables of determining the rial price of the brand value of a company are identified and provided in the marketing strategies of mergers and acquisitions by Iranian investment companies.