Abstract
Given the importance of brand success in small and medium-sized businesses and especially in knowledge based companies, this research was implemented by goals of identifying and leveling factors affecting the brand success of knowledge based industries in tech
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Abstract
Given the importance of brand success in small and medium-sized businesses and especially in knowledge based companies, this research was implemented by goals of identifying and leveling factors affecting the brand success of knowledge based industries in technology units based in the science and technology park of Semnan province using the ISM method. To do this, the views of fourteen university professors and experts of the organizations studied, the factors affecting the brand success of knowledge-based companies were examined and after the final refinement, eight factors were selected. In the next step, these factors were stratified by Structural Interpretation Modeling Technique. Finally, among the factors affecting the brand success of knowledge-based companies, the history of the company and the type of ownership, is first and the most influential factor. Next, brand features are located. The third level includes the market share, the fourth level is the size of the company and the market share and, ultimately, the most influential factors, communications and marketing plans are at the fifth level. This leveling enables knowledge-based companies to formulate the strategies needed to succeed in their product brands and move them closer to their ultimate goal as they progress at each level
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