نوع مقاله : علمی - پژوهشی
1 دانشگاه امام صادق(ع)
2 هیئت علمی دانشکده معارف اسلامی و مدیریت بازرگانی دانشگاه امام صادق(ع)
عنوان مقاله [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".