Designing a model for measuring the improvement of brand performance with the fuzzy expert system approach

Objective: In today's highly competitive conditions maintaining and expanding market share is the result of brand performance. Organizations must pay attention to branding and improve brand management in order to maintain and improve their position against competitors. Therefore, identifying the factors influencing brand performance is an important issue in achieving the organizations goal and creating customer loyalty. Methodology:  So, the aim of this research is to design the model of measuring the brand performance improvement with a Fuzzy expert system based on mix method research. For this purpose, dimensions such as consumer brand embarrassment, brand equity, brand position, Congruence between brand Personality and Customer, have been considered to improve brand performance. The present research is practical regarding its purpose and descriptive-survey regarding its nature and method. The statistical population of the study consists of senior managers and experienced employees in chain stores and employee consumption stores in Semnan offices and university experts. 80 people were selected as sample members using non-random sampling method (in access).  Finding: In this study, using the advantages of fuzzy logic and expert systems, a fuzzy expert system to solve the problem was presented, which was finally determined by using the field inference method, the priority and contribution of each dimension in improving brand performance.  Conclution:After running the system with MATLAB software, the level of brand performance improvement was high and was estimated at "0.5". Validation of the model indicates the high accuracy of matching the results with the opinion of experts in this field