طراحی الگوی هویت برند مجموعه نوشت‌افزار ایرانی اسلامی (ایران‌نوشت)

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشگاه امام صادق(ع)

2 هیئت علمی دانشکده معارف اسلامی و مدیریت بازرگانی دانشگاه امام صادق(ع)

چکیده

یک برند قدرتمند با حداکثر ماندگاری در ذهن، نیازمند ریشه‌ای قدرتمند است که این ریشه، همان «هویت برند» است. برند ایران‌نوشت به‌عنوان یک برند فراسازمانی در صنعت نوشت‌افزار کشور، بی‌نیاز از هویت برند نیست. پژوهش حاضر در پی شناسایی، تدوین و ارائه الگوی هویت برند ایران‌نوشت است؛ الگویی که اقتضائات صنعت نوشت‌افزار را مورد توجه قرار دهد و متناسب با فرهنگ بومی ایرانی و اسلامی باشد. اطلاعات گردآوری شده ازطریق مصاحبه‌های نیمه ساختاریافته با تولیدکنندگان، توزیع‌کنندگان و مسئولان اصلی مجمع ایران‌نوشت، با روش تحلیل مضمون و به‌کمک نرم‌افزار MAXQDA تجزیه‌وتحلیل و کدگذاری شدند. سپس با احصای مضامین سازمان‌دهنده و فراگیر، شبکه مضامین هویت برند ایران‌نوشت ترسیم و تنظیم شد. در پایان نیز با توجه به مضامین فراگیر مستخرج، و با الهام از «منشور هویت برند کاپفرر» و مبتنی بر مفهوم «ایده بزرگ»، الگوی هویت برند ایران‌نوشت به شرح زیر تدوین شد: پیکره: نوشت‌افزار کاراکتر محور (هویت محور)؛ شخصیت: تیم ملّی نوشت‌افزار کشور؛ فرهنگ: تشکیلات حرفه‌ای و پاسخگو؛ رابطه: دوستداران کالا و فرهنگ ایرانی، یک ویترین کامل و در دسترس، و مرجع اعتبار؛ خودانگاره: عضوی از یک پیکر؛ و بازتابش: رضایت، افتخار و غرور ملّی.

کلیدواژه‌ها


عنوان مقاله [English]

Designing the Pattern of Brand Identity of Iran Nevesht, Collection of Islamic-Iranian Stationery

نویسندگان [English]

  • mohammad yaghini 1
  • Nader Jafari Haftkhani 2
1 Imam sadiq(a.s) university
2 Imam sadiq(a.s) university
چکیده [English]

Objective: Nowadays in order to have a strong brand with the maximum durability in mind, a strong root is required. Such root is the same brand identity. The most important theory in the field of designing a brand identity (intangible) is the Kapferer hexagonal prism. As a cross organizational brand, which itself has a particular place in the country's writing industry, "Iranian Stationary" (Iran Nevesht) is not an exception for needing the brand identity. The leading research seeks to present the brand identity pattern of "Iranian Stationary" (Iran Nevesht). A pattern that takes into account the requirements of the writing industry, appropriates to the native Iranian and Islamic culture.  Methodology: Data were collected in this research by the semistructured interviews with the producers, distributors and authorities of Iran Nevesht. Data analysis and coding were conducted by the thematic analysis method using MAXQDA. Finding: By counting organizing themes and then, the comprehensive themes, the network of brand identity themes was drawn.  Conclution: Finally, the brand identity pattern of Iran Nevesht was counted and drawn with respect to  ehtextracted comprehensive themes, inspired from the Kapferer identity prism and looking at the "great idea".

کلیدواژه‌ها [English]

  • Brand management
  • Brand Identity
  • designing of brand identity
  • Iranian Islamic Stationery
  1. Ahmadi, Parviz; Jafarzadeh, Mehdi; Bakhshi Zadeh, Alireza. (2014). A Look at Brand Identity and its Impact on Brand Loyalty and Brand Equity, Journal of Business Research, No. 71, 65-94. (in Persian)
  2. Amirabadi, Maryam; Amouzad Khalili, Hossein; Faraji, Morteza. (2015). An Investigation of the Brand Social Identity Perspective and its Impact on Brand Loyalty Development, First International Conference on Industrial Engineering, Management and Accounting, Electronic, Tehran. (in Persian)
  3. Beh Abadi, Farshad. (2009). The Secret of Flight Brands, Tehran: Top Entrepreneur. (in Persian)
  4. Coleman, D., De Chernatony L. & Christodoulides, G. (2011). B2B service brand identity: Scale development and validation. Industrial Marketing Management”, 40(7), 1063-1071.
  5. Danaei Fard, Hassan; Alvani, Mehdi; Azar, Adel. (2015). Quantitative Research Methodology in Management: A Comprehensive Approach. Tehran: Saffar. (in Persian)
  6. Dehdasht, Shahrokh. (2012). Investigating the Brand Social Identity Perspective and its Impact on Brand Loyalty Development - Case Study: Calais Dairy Production Company, Modern Marketing Research, No. 2, 87-106. (in Persian)
  7. DiResta, Renee. (2015). The Hardware Startup. Gravenstein: O’Reilly Media.
  8. Eagle, Lynn. (2017). Marketing and Brand Communication, Hamid Tahmasebi Fard, Tehran: Forjan. (in Persian)
  9. Hasankhalipour, Tahmoures. (2012). Characterization of Selected Brands through Archives and Explaining Consumer Perceptions of These Brands, Modern Marketing Research, No. 4, 1-21. (in Persian)
  10. Heding, Tilde, and Charlotte F. Knudtzen, and Mogens Bjerre. (2009). Brand Management: Research, theory and practice. New York: Routledge.
  11. https://www.tasnimnews.com/en/news/1396/07/02/1524120. (in Persian)
  12. Husseini, Said. (2017). Interview, Tasnim News Agency, Tehran:
  13. Husseini, Said. (2018). Interview, Supreme Leader Information Database, Tehran, http://farsi.khamenei.ir/others-dialog?id=40446. (in Persian)
  14. IranNevesht, A. (2017). Report on the Status of Character-Based Products Market with Emphasis on Software in Iran, Tehran. (in Persian)
  15. IranNevesht, B. (2017). Photo Report Status of the Iranian Software Market, Tehran. (in Persian)
  16. Izadkhah, Mohammad Mahdi (2016). Merchandizing, Tehran: Tehran Municipality. (in Persian)
  17. Izadkhah, Mohammad Mehdi. (2018). Interview, Tasnim News Agency, Tehran, https://www.isna.ir/news/97062311441. (in Persian)
  18. Kapferer, Jean-Noël. (2012). The New strategic brand management: Advanced insights and strategic thinking. London: Kogan page, 5th ed.
  19. Keller, Kevin Lane. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Harlow: Pearson Education Limited.
  20. King, N., & Horrocks, C. (2010). Interviews in qualitative research, London: Sage.
  21. Seraji, Reza. (2015). Designing Brand Identity Elements in the Path of Brand Recognition, Tehran: Marketing Publication. (in Persian)
  22. Sheikhzadeh, Mohammad, et al. (2011). Theory Analysis and Thematic Networking: A Simple and Effective Method for Explaining Patterns in Qualitative Data, Strategic Management Thought Journal, No. 10, 151-198. (in Persian)
  23. Tavez, Ruth. (2014). Cultural Economics, Ali Akbar Farhangi, Tehran: Dangheh. (in Persian)
  24. Wheeler, Alina. (2009). Designing brand identity: an essential guide for the entire branding team, 3rd ed. New Jersey: John Wiley & Sons.