Improving Specific Brand Value On the Basis of Customer's Mind Through Creation of Refative Worfeing Merit (The Bank Mellat Case)

For a brand, the main source of creating value (both for the organization and customers) is in customer's minds. Thus, seeking to strengthen the brand, we have to focus on customer's minds. But, obviously, controling their minds would be impossible. Therefore, this case-study on the Mellat Bank sheds light on a causal relationship between the image of functional and nonfunctional benefits (which are created by different brand creation activities), and brand knowledge. Results show that there’s a strong positive correlation between functional benefits with brand knowledge, and it’s a cause that effects brand images. Thus, activities concerning the improvement of the images of functional benefits would have a great effect on brand equity.