Developing an export nation brand identity model for Iran
Subject Areas :
Davood
Feiz
1
SeydMohammad
Mirmohammadi
2
(University of Tehran)
محمد مهدی
ایزدخواه
3
Keywords: Nation Brand Export Promotion Grounded Theory Interpretive Structural Modelling (ISM),
Abstract :
Brnading is the process involved in creating a unique name and image for a product in the people's mind, mainly through advertising campaigns and other methods with a consistent theme. Today, branding is drawn from a range of products to area sites and places such as cities and countries. A kind of branding that is about countries has been called nation branding. Nation branding aims to measure, build and manage the reputation of countries. Anholt believes that nation branding has six aspects: Export, Tourism, Investment and Immigration, Culture and Heritage, People and Governance. This paper will focus on aspet of export and wants to developing an export nation brand identity model for Iran. In order to extract the concepts of this model the grounded theory has been used. Then, to drawing the model, ISM has been used.
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