چکیده:
Background. Brands are the most important source of emotional attachment with the consumer, it should be used as a
vital tool for attracting and retaining customers of the organization and various sports organizations, should follow the
theoretical principles related to brand management and brand loyalty and move towards strategic brand management as
a superior marketing philosophy. Objectives. The purpose of this research was to position the Sport Sciences Research
Institution of Iran using the Perceptual Mapping Technique. Methods. Competitive characteristics and strategic rivals of
the Sport Sciences Research Institution were obtained from Rasooli Research (2013). Competitive characteristics and
competitors were then prioritized using a researcher-made questionnaire and hierarchical method. The statistical
population of this research consisted of the academic staff of the country including faculty members and graduate students.
Analytic hierarchy analysis was used to prioritize the research variables. Results. Based on the obtained results, perceptual
maps of the brand position of the research Center were depicted. The results showed that the position of brand of Sport
Sciences Research Institution among academic researchers of the country in terms of research services, facilities and
products was higher than other competitors while the field of educational services after physical education faculties was
in the second place; and effort should be made in this area to promote their brand. Conclusion. In the competitive and
turbulent environment of today, the role of brand as consumers' decision-making guide is becoming more important.
Branding should therefore be considered as a continuous activity in all modes.
خلاصه ماشینی:
"The results showed that the position of brand of Sport Sciences Research Institution among academic researchers of the country in terms of research services, facilities and products was higher than other competitors while the field of educational services after physical education faculties was in the second place; and effort should be made in this area to promote their brand.
In order to identify the status of this research Center as a major sports scientific reference, in all sectors of the society as well as internationally, like other service organizations, the need for a marketing and strategic brand management program is felt (10).
In this regard, managers of the Center of Physical Education and Sport Sciences, in order to promote the status of this scientific center in the community and to identify their goals and abilities to solve problems of the society and various sports organizations, should follow the theoretical principles related to brand management and brand loyalty and move towards strategic brand management as a superior marketing philosophy.
Finally, the values obtained from pseudo - hierarchical analysis were used in perceptual map tables to identify the status of each organization with respect to the characteristics studied in relation to the Physical Education Research Center.
In the following, comparing the competitors of the Physical Education Research Center after the competitive characteristics and based on the perceptual maps drawn, it is observed that according to the two dimensions of facilities and educational services, the research Center and physical education faculties are in a better position than other competitors, and then there is the Olympic Academy."