Brand Positioning of Qom Stone in International Markets

Document Type : Original Article

Authors

1 Department of Business Management, Hazrate Masumeh university, Qom, Iran.

2 Department of Business Management, Qom university, Qom, Iran.

Abstract

Extended Abstract
Objectives: Participation in international markets necessitates the application of branding principles to highlight product attributes. Despite possessing notable potential in the stone industry, Qom Province has yet to establish a strong presence in global markets. This study aims to identify the key drivers influencing brand positioning and present them within a practical, operational model.
Methods: To achieve the research objectives, a qualitative approach was adopted using thematic analysis. This applied study involved conducting semi-structured, in-depth interviews with 12 managers and industry experts specializing in the stone and stone-branding sectors. The data collected were subsequently coded by the researcher, and overarching themes were extracted. These themes were used to identify the drivers of brand positioning and formulate a comprehensive model.
Findings: Content analysis of the qualitative results yielded 107 sub-themes, organized into 17 core themes. An exploration of the interrelations among these themes revealed the drivers, components, and outcomes critical to brand positioning of Qom’s stone industry in export markets. The final model integrates three main dimensions:
•    Brand Positioning Drivers:
o    Geographical advantage: Access to rich and high-quality stone quarries.
o    Cost advantage: Competitive production and extraction costs.
o    Institutional support: Contributions of governmental and financial entities.
o    Knowledge-based assets: Specialized expertise and advanced processing technologies.
o    Infrastructure: Efficient transportation and logistics networks.
•    Brand Positioning Components:
o    Target export markets: Identification of high-demand countries such as China, Iraq, and European nations.
o    Unique value proposition: Emphasis on product quality, diversity, and distinctive design.
o    Luxury product development: Production of decorative and niche stone products for premium markets.
o    Luxury pricing strategy: Price alignment with a luxury brand image.
o    Global distribution channels: Partnerships with reputable international distributors.
o    International promotional campaigns: Use of digital tools and participation in global exhibitions.
o    Customer journey mapping: Enhancement of the international customer purchasing experience.
o    Global after-sales service: Provision of technical support and quality assurance.
•    Outcomes of Successful Brand Positioning:
o    Expanded market share in global stone exports.
o    Enhanced global recognition and brand credibility for Qom stone.
o    Attraction of foreign investment into Qom’s stone industry.
Conclusion: The findings indicate that Qom Province can strengthen its competitive position in international markets by leveraging existing advantages and implementing the identified brand positioning components. It is recommended that industry stakeholders and policymakers prioritize specialized branding, strategic market development, and the enhancement of export infrastructure. Additionally, the formation of expert unions and collaboration with international institutions can further facilitate the global integration of the Qom stone brand.
 

Keywords

Main Subjects

References

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Journal of Business Management Perspective
Volume 24, Issue 62
July 2025
Pages 32-57

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