IDENTIFYING AND PRIORITIZING THE TOP BRANDS IN IRAN

Abstract

Brands become an unseparated part of a firm’s value and an important strategic asset. Satisfying customers has become a marketing imperative, primarily because the value of satisfied customers has been realised in terms of positive brand attitudes and repeat purchases. The purpose of this study is to identifying and prioritizing the top brands in Iran. In this study of 15 experts in the
field of marketing and branding is used. We use the Delphi method to identify the top brands and effective factors .The effective factors that have been identified include : brand reputation, previous experience of shopping, the brand introduced by others, features are easy spelling , easy to remember , branding information, branding information, requirements related to the product brand, high brand visibility, creative brand design and differentiating the product. Brands surveyed are active in the field of home appliances in Iran and including : LG , Samsung , SHARP , Panasonic and SONY. The factors were weighted by the method of paired comparisons.
In a paired-comparison task, respondents are presented with pairs selected from an item set and are instructed to select the more preferred item from each pair. Finally, using these factors and VIKOR method the top brands were ranked. The VIKOR method was developed for the multicriteria optimisation of complex systems. Top brands ranking results are : LG first place , Samsung second place , SONY third place , Panasonic fourth place and SHARP won the fifth place.