Designing a nation branding model in the field of industrial products and services export
Subject Areas : Jounal of Marketing ManagementAlireza Zamani 1 , Kambiz Jalali Farahani 2 , Mahmoud Samiei Nasr 3 , Nasrin Akhondi 4
1 - Department of Industrial Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Department of Industrial Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Department of Business Administration, Faculty of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
4 - Department of Mathematics, South Tehran Branch, Islamic Azad University, Tehran, Iran
Keywords: Nation branding, Nation brand promotion and industrial export, Nation branding model, Mixed approach,
Abstract :
Nation branding is a suitable model recommended by international organizations for export development in the third millennium. An important part of the exports of countries in the world are industrial products. In this regard, due to the importance of this issue for the country, this study was conducted with the aim of providing a model for promoting the nation brand in the field of exporting goods and industrial services. The current research is an applied-developmental research in terms of its purpose, and it is considered a cross-sectional survey research from the point of view of the method of data collection. The community of participants in the qualitative section includes senior managers and entrepreneurs in the fields of branding, industry, export and trade, who have sufficient experience in the aforementioned fields. Sampling was done with a targeted method and theoretical saturation was achieved with 11 interviews. Research findings showed that a national macro-policy and export-oriented culture are the main parameters affecting the national brand. The communication infrastructure in the country provides the necessary platform and the challenges of export sanctions play the role of an interventionist. Finally, the use of relevant strategies to improve the export of industrial goods and services leads to the promotion of the national brand. The central phenomenon including (international branding) also affects the strategies in the field of export of goods and industrial services. Finally, it was found that the strategies of the model lead to a certain result (improvement of the national brand).
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