طراحی الگوی هویت برند مجموعه نوشت‌افزار ایرانی اسلامی (ایران‌نوشت)

نوع مقاله : علمی - پژوهشی

نویسندگان

1 استادیار گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه امام صادق (ع)، تهران.ایران.

2 کارشناسی ارشد معارف اسلامی و مدیریت بازرگانی، دانشکده مدیریت، دانشگاه امام صادق (ع)، تهران، ایران.

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]

  • Nader Jafari Haftkhani 1
  • Mohammad Yaghini 2
1 Assistant Professor, Department of Business Administration, Faculty of Management, Imam Sadegh University, Tehran, Iran.
2 M.Sc. in Islamic Studies and Business Administration, School of Management, Imam Sadegh 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

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