Development of a Brand Signature Model for Knowledge-based Enterprises

In today's business landscape, organizations operate within a fiercely competitive environment. The ever-evolving dynamics of technology and the increasing complexity of environmental factors compel these organizations not only to survive but also to contemplate differentiation and the cultivation of distinctive attributes. This strategic approach enables them to outpace their competitors and seek avenues for greater profitability. In pursuit of this goal, one essential tool employed is the concept of a "brand signature." This strategic tool serves as an effective means for organizations to encapsulate and convey the desired attributes to their specific stakeholders in the global market. Accordingly, this study has been undertaken with the objective of formulating a brand signature model tailored for knowledge-based companies.

This study is qualitative applied research. The statistical population of the study consists of experts in branding and marketing managers of knowledge enterprises. These individuals were chosen through a purposive sampling method. Once 18 experts were identified, data analysis commenced, and the process of re-sampling persisted until theoretical saturation within the categories was achieved. The data collection methodology employed to identify the categories encompassed semi-structured and unstructured interviews. To check the validity, the Cresol model was used along with the content validity, the intra-coder, and inter-coder reliability.

In this study, a research model was developed using the grounded theory approach following the Strauss and Corbin method. Atlas. ti software was utilized to facilitate this process, employing open, axial, and selective coding methods to identify factors falling into categories such as causal, contextual, intervening, central, strategic, and consequential.

The study's outcomes encompassed the presentation of a model that incorporated causal, contextual, and intervening conditions. Additionally, the study introduced the concept of a phenomenon-centered approach, presented brand signature strategies, and identified their associated consequences. In this research, the brand signature model was presented based on the three axes of brand identity, brand personality, and name and logo. Further, the study’s findings revealed that the most important causal conditions that justify the brand signature include increasing competitors, diversity and multiplicity of brands, technological changes, identifying market opportunities, competitiveness, and updating the business environment. The results also showed that legal and managerial infrastructure, strategic factors, marketing information systems, and social responsibility stand as the most important factors playing an intervening role in justifying the brand signature. Therefore, managers are advised to implement three key strategies: brand awareness, advertising, and marketing strategies. Furthermore, managers can enhance brand awareness by reminding customers about the brand, providing informative content, organizing exhibitions, and conducting impactful virtual advertising campaigns. These efforts aim to introduce as many of their company's brands as possible to the target audience.