هویت برند

The purpose of this study was to investigate the brand image of Irancel Company. Irancel is one of the most popular operators, so studying the brand image of this company shows the strengths and weaknesses of irancels brand. and its an applied research output for irancel managers and they can plan for the future and impressiveness of company's brand.

the method of this study was brand concept map. The society were contacts (customers and non-customers) of irancel company.studied sample was 76 people including 52 customer and 24 non-customer. structures deep interviews used for data collection, collected data summered by indexes such as associations strength-positive and negative associations and by using this indexes final and aggressive map explored.

the finding of this research was the brand concept map of irancel. The map contains brand associations (positive and negative) - associative intensity and relationship between associations.

The most important associations found with the Irancell brand have been medium-sized brand, high advertising, high speed internet and good service, cheaper service price than competitors and leading brand in service innovation. In sum, audiences can think of Irancell as a challenging brand in the market that has less credibility than its competitor but has better and cheaper services.by the way irancel company needs to change the image of brand by using re branding strategies. and they have to focus on their contacts- brand credit and visual identity.

If consumers have had an unfavorable brand experience, forgiveness has the ability to reduce, neutralize, or even replace the tension associated with negative emotions with positive emotions. Emotional and close relationships with the brand, such as love for the brand, can be effective in promoting brand forgiveness (Fcherin & Sampedro, 2019). Additionally, brand identity insulates consumers from the negative consequences of purchase regret by strengthening their remorse regulation and reducing behavioral discomfort. Furthermore, brand identity is an antecedent of brand love (Davvetas & Diamantopoulos, 201). Consumer brand identity can lead to customer interaction with the brand in virtual spaces by creating a of the development of customer-brand relationships. In fact, a psychological state emerges in the consumer that enables them to understand and feel the brand and value associated with a brand name (Zarrin Khat & Mirzaei, 2023). Using celebrity endorsers is one of most popular strategies employed by advertisers. Famous individuals can lend credibility to the brand in advertising, making competing brands stand out and helping the brand become recognizable to consumers. Brand forgiveness by consumers an important strategy for companies to improve and recover from service failures. In this context, the participation of the brand community in the virtual environment during a brand crisis has attracted the attention of companies and marketing researchers due to innovative technologies (Nikhashemi et al., 2023). The purpose of this research was to investigate the effect of endorser credibility on virtual brand community, consumer brand identification, brand love, and brand forgiveness, with the moderating role of attitude towards the brand.

The present study is descriptive-survey research in terms of applied purpose and correlational in nature. The statistical population of this research consists of all Mac brand consumers in the virtual space, whose number is unknown and unlimited; based on Morgan table, a sample size of 384 was determined. The sampling method used in this research was non-probability sampling. The data collection tool was the questionnaire by Nikhashemi et al. (2023), consisting of 46 items. This study was compiled in three parts: introduction, demographic questions, and questions for measuring the main research variables. To measure brand forgiveness, there were 5 items; for virtual brand engagement, 3 items; for consumer brand identification, 6 items; for attitude towards the brand, 4 items; for trustworthiness, 4 items; for attractiveness, 4 items; for expertise, 4 items; and for brand love, 16 items. A five-point Likert scale was used to assess the variables. Given the standard nature of the questionnaire and the fact that its validity had already been established, it can be said that it has the necessary validity. However, to further determine the validity of the research questionnaire, the method of formal content validity was employed again. For this purpose, the questionnaire was provided to experts, professors, and specialists in the field of research, and they were asked to share their suggestions for corrections. After collecting comments and applying them, the final questionnaire was developed. The average variance extracted (AVE) was utilized to assess the validity of the questionnaire items. To measure the reliability of the research questionnaire, the common method of reliability assessment, Cronbach's alpha coefficient, was used. This coefficient was higher than 0.7 for all variables and equal to 0.927 for the entire questionnaire, indicating a good coefficient and showing the reliability of the research tool is at a desirable level. Additionally, the composite reliability coefficient (CR) was used to assess the reliability of the questionnaire and was found to be acceptable. SPSS software was employed to analyze the data in the descriptive statistics section, while Smart PLS 3 software was used in the inferential statistics section.

In this study, the dimensions of endorser (expertise, attractiveness, trustworthiness) were considered as independent variables, the brand forgiveness variable as a dependent variable, and attitude towards the brand as a moderating variable. Brand love, virtual brand engagement, and consumer brand identification were mediator variables. Nineteen hypotheses were explained in this research, and data collected from all Mac brand consumers in the virtual space were used to analyze. The results showed that the trustworthiness and attractiveness of the famous endorser, as well as brand identification, have a significant effect on virtual brand community engagement; however, this effect was not significant for the dimension of expertise. Additionally, the expertise of the famous endorser had a significant effect on brand identification, but this effect was not significant for the trustworthiness and attractiveness dimensions. Brand identification had a significant effect on brand love and brand forgiveness. Interaction with the virtual brand had a significant effect on brand love, but the effect of interaction with the virtual brand community on brand forgiveness was not significant It was also found that the effect of brand love on brand forgiveness is significant. Finally, the findings confirm the moderating role of brand attitude in the relationship between the trustworthiness and expertise of the famous endorser and brand identification concerning virtual brand community engagement, as well as the attractiveness of the famous endorser on brand identification.

Considering that the conceptual model of the research is designed based on the model of Nikhashemi et al. (2023), the innovation of this research lies in testing this model in a new statistical population. In addition to theoretical contributions, the study provides practical insights for managers in the cosmetics industry regarding potential brand-harm crises. Practitioners need to pay attention to the important role of all dimensions of source credibility as an essential ingredient in achieving favorable outcomes (e.g., consumer brand identification and virtual brand community engagement), particularly during a brand-harm crisis. This study demonstrated that the dimensions of source credibility can not only be considered as antecedents of consumer brand identification and, to some extent, virtual brand community engagement, but they can also be regarded as rapid brand recovery strategy during times of crisis. For instance, source credibility, as a marketing communication strategy, can be used to signal brand and firm quality. In other words, signals conveyed and communicated via a credible source (e.g., trustworthiness, expertise, attractiveness) differ from other marketing mix elements and impact consumer behavioral outcomes and judgments.

Today, the expansion of competition among organizations and gaining brand reputation has become the main goal of organizations and the first priority of organizations. Therefore, this research was conducted with the aim of investigating the role of participation, identification, reputation and attachment in creating a reputable brand among the students of the Islamic Azad University of Mashhad. In the current research, the statistical population includes all graduate and doctoral students of the Islamic Azad University of Mashhad branch, whose number, according to the contents on the website of this university, is about 2800 people. Also, in the current research, the sampling method was available in the form of a random sample, and 415 questionnaires were distributed in person and online(in the class groups of students of the desired courses), and finally, 382 questionnaires were entered into the analysis stage. In order to measure the face validity of the instrument, help was taken from the supervisor, and content validity was checked and confirmed using confirmatory factor analysis. Also, Cronbach's alpha coefficient was used to check and confirm reliability. Finally, data analysis was done using structural equations and PLS version 3 and SPSS version 24 software. The results of this research show that cultural participation, brand identity and brand reputation have significant effect on brand attachment. Also, brand identity and brand reputation and participation have a positive effect on brand credibility, In addition, brand attachment does not affect brand credibility.

In today's competitive markets, creating strong brand equity is essential for a company's financial success. The existing literature has not yet identified the influence process and influence of brand image on brand equity. Therefore, it is very important to identify the potential factors of brand equity and the relationships between them, such as brand attachment, brand attitude, and brand image. Decision makers can pay more attention to these stimuli to strengthen the special value of the brand, so this research aims to develop knowledge related to brand identity, brand image, attachment, attitude, trust and commitment to the brand and to investigate its impact. Research on brand equity in the household appliance industry and providing solutions to increase brand equity were carried out. The home appliance industry was chosen because it is very attractive to middle-income developing countries. Also, in this study, a conceptual model has been presented that shows the relationships between customers' perceptions of brand image and identity and brand equity.

research philosophy; Affirmative, objective; descriptive, orientation; Application and strategy; is navigation. The statistical sample of consumer research is an Iranian brand active in the home appliance industry. A questionnaire was used to collect data. From Morgan's table, 400 people were determined as the sample size, and then the online questionnaire was sent to the target audience. The sampling method used in this research is simple random sampling. In order to analyze the data and test the research hypotheses, the methods of inferential statistics, structural equation modeling and

Today, the apereance and growth of different industries and different brands, and the market of intense competition in this field, are associated with economic, social and cultural crises. On the other hand, with ever-changing of consumer demands, Obviously, gaining customer satisfaction and the intention to repurchase the product and then establish long-term and stable consumer relationships with the special brand is not easy. Our goal in this study is to identify the factors affecting the long-term consumer relationship with the brand and create stability in these relationships. Meanwhile, brand fidelity is used as a different and constructive solution to revive these goals. . This research is applied in terms of purpose and is descriptive-survey in terms of nature and implementation. Therefore, the data of this research were collected through an questionnaire. Sample volume obtained from 222 consumers of 10 famous brands (Apple, Samsung, Lara, Salian, LC Waikiki, LC Man, Damat, Cotton, Shirin Asal, Kaleh) in Tabriz city and including Laleh Park Shopping Center. The results of statistical data and structural equation modeling were performed using SPSS and SmartPLS software. Findings indicate that the effect of three factors of brand identification and brand investment and customer satisfaction is through brand commitment and brand commitment strengthens these three factors and has a positive and significant effect on the brand fidelity. Also, all variables except brand investment and customer satisfaction have a positive and significant effect on brand fidelity.

The concept of internal branding emerges from the internal orientation of the organization in line with brand management. brand enactment by employees can be considered one of the outstanding possible results of the internal market orientation process.The aim of this study was to investigate the effect of IMO on brand enactment by considering the mediating role of employee job satisfaction, employee commitment, brand knowledge, and identity. This paper was designed as a non-experimental survey, using an anonymous self-report questionnaire. In this study, a pre-test was conducted among 30 people. In total, 300 employees of Bank Melli branches in Isfahan were invited to participate in the study. Because of the excessive missing data, 42 questionnaires were eliminated, and the final sample size for testing was 258. The response rate was at least 86%. The results revealed that IMO has a positive effect on brand enactment (0.170). The effect of IMO on brand enactment was also confirmed through the mediating role of employees’ brand knowledge, job satisfaction, and commitment, but the mediating role of brand identity was not confirmed. The findings of this study have important practical insights. This study provides a framework that describes the mediating mechanisms of the impact of IMO on brand enactment. In general, the results indicate that brand knowledge is the main determinant of employees’ brand enactment.

Today, in the clothing industry, branding is not a choice, but a necessity. If the domestic clothing market is examined, it will be seen that only a few brands are active, and even these few brands are not prominent in global level and domestic.first, the variables of branding of this industry are extracted by relying on scientific sources and experts through Multi Grounded Theory (MGT), and then the factors affecting the branding are ranked through The Importance-Performance Matrix. After examining the opinions of experts and specialists in the field of fashion branding through theoretical and snowball sampling (14 experts and experts in this field until theoretical saturation), the final branding model was prepared and then to check the branding status of companies in this industry from 42 expert and specialist surveys the brand of these companies was used.Finally, 59 essential variables affecting the branding of the fashion industry were identified., brand visual identity with a score of (0.027) ranked first, brand communication with a score of (0.025) ranked second, economic challenges with a score of (0.025) ranked third and distribution challenges with a score of (0.025) ) the fourth rank, brand conceptual identity (0.025) and the fifth rank of the SWj index in the Importance-Performance Matrix have the most points, which can play a significant role in the branding of this industry, and the players in this field prioritize these items in order to grow and develop strong brands. put at the top of their achievements.

The present research was conducted with the aim of identifying and analyzing the factors that cause and the consequences of the phenomenon of brand schizophrenia with the FCM method. The current research is applied in terms of purpose and descriptive-survey in terms of data collection. The statistical population of the research in both qualitative and quantitative sections are marketing managers and university professors in the field of management and marketing, 20 of whom were selected using the purposeful sampling method and based on the principle of theoretical saturation. The data collection tool in the qualitative part is an interview and in the quantitative part, a fuzzy cognitive map questionnaire. To analyze the data in the qualitative part, the content analysis approach and the coding method using Maxqda software and the fuzzy cognitive map method were used in the quantitative part. The results of the research show that the most important factors causing brand schizophrenia are multiple brand identities in the customer's mind, unbalanced and unbalanced brand voice and not institutionalizing the brand identity in the organizational culture. Also, the most important consequences of brand schizophrenia are the creation of a multi-personality perception of the brand, the instability of the brand's authenticity, and the creation of ambiguity and illusion in relation to the brand image.

A mascot as a symbol of the brand has an important role in designing and identifying the brand identity in marketing. One of the main tools in marketing and branding is the mascot. Examining and analyzing consumers' perceptions of mascots plays an important role in brand-related decision-making and helps companies to choose the strategy that suits their product branding and performs better than competitors. The purpose of this study is to investigate consumers' perceptions of two Iranian mascots and two international mascots and investigated the physical and non-physical dimensions of the commodity group.so have used two methods, semiotics and conducted 49 interviews with 14 customers and thematic analysis. The results showed that the color and accessories of the mascots, which are related to their physical dimension, had the greatest effect and attracted attention, then the face shape of the mascots and with a slight difference in the dimensions and size of the mascot had been affected on customer's perception and also show that the color of the mascots has the greatest effect on the identification of the product group and the fit of the mascots with the desired product and helps to remind and recognize the product in the mind of the consumers. According to the results of this study, the Iran Radiators and Duracell rabbit, in terms of physical dimensions, had nothing to do with the nature of the product and the brand. the Kellogg brand tiger was better than other mascots in terms of product features.

The purpose of this research is to investigate the mediating role of experience and brand identity in the impact of social media marketing on electronic word of mouth advertising in the hotel industry. This research is based on the objectives, of the type of applied research, and is based on data collection and research design in a descriptive-survey method. The statistical population of the research is the customers of the hotel industry in Tehran, which is assumed to be unlimited due to the uncertainty of the population due to the large number. According to Cochran's formula and unlimited population, a sample of 385 people should be selected. The data collection tool is a standard questionnaire. The validity of the content of these questionnaires has been confirmed by the supervisor and a number of other professors. By taking the questionnaires and the information obtained from the researched hypotheses, it was analyzed using SPSS and PLS4 software. The results show that social media marketing has a positive and significant effect on electronic word of mouth advertising, brand experience and brand identity. And brand experience and brand identity have a positive and significant effect on electronic word of mouth advertising. Also, experience and brand identity play a mediating role in the impact of social media marketing on electronic word of mouth advertising in the hotel industry.

This research was conducted with the aim of designing and explaining the marketing model in Iran's medical tourism industry.The purpose is in the field of developmental research, which is carried out with a qualitative method. The statistical population in the qualitative phase includes the managers of medical tourism facilitating companies and the managers of the department of international patients in Tehran hospitals, , of which 15 people were selected purposefully and non-randomly. The main tool of data collection is semi-structured in-depth interview. Qualitative data analysis was done with the method of data base theory and using MAXQDA software. In the quantitative section, the statistical population includes all patients who refer to hospitals in Tehran , based on which a sample of 384 people was selected using Morgan's table. Data collection was done in the quantitative section using a questionnaire and data analysis was done with the partial least squares method

Establishing a brand identity for tourism destinations may help ease the problems caused by the intangibility of tourism products and increase the concerted efforts of tourism service providers, ensuring stability in markets and facilitating the process of market segmentation. Therefore, considering the necessity for more attention to the destination’s brand identity due to increased competition within the tourism industry, this qualitative study sought to develop a model for establishing a brand identity for Mashhad city using the grounded theory method. To this end, some twelve managers, professors, and researchers working in the field of brand and tourism in Mashhad were selected to participate in detailed semi-structured interviews using purposive sampling. Then, the collected data were analyzed through open, axial, and selective coding. The study’s findings indicated the positive role of personal factors such as awareness of the destination’s brand or the tourists’ behavioral intentions in developing the brand identity of tourist destinations, which in turn influence the relevant strategies. In other words, such factors help the official select appropriate distinct marketing or development strategies, bringing about a variety of outcomes, including socio-economic development. Moreover, it could be argued that the strategies are set on the grounds of participation development in which the destination’s brand identity is formed. However, intervening factors such as micro and macro environmental factors should also be taken into account in this regard.

The purpose of this study is to investigate the conflict between customer purchasing decision making and reflection on the synergistic antecedents of brand value, brand love and brand identity in online brand communities.

The present study is a descriptive-survey study based on the applied purpose. Customers and buyers of Digi Kala online store products were considered as a statistical population. A total of 384 people were selected based on Cochran's formula and available sampling method as the sample size of the research. Standard questionnaires were used to measure the research variables. The validity of the research instrument was confirmed using face validity, content and factor analysis, and Cronbach's alpha coefficient greater than 0.7 for different structures confirmed their reliability. . Data analysis was performed by structural equation modeling using LISREL software.

The research findings showed that brand identity has a positive and significant effect on brand love, brand value synergy and customer purchasing decision involvement. Love for the brand has a positive and significant effect on customer conflict decision making conflict. Synergy of brand value has a positive and significant effect on customer purchase decision conflict.

The results indicate that brand identity by considering the mediating role of brand love and synergy of brand value have a significant effect on customer decision making conflict.

Fashion is a subset of creative industries and has roots in the culture of a region. In Iran, despite the long history of the textile industry and clothing production, a limited number of brands in the fashion industry have been able to get promoted to strong brands at home or abroad. Most foreign fashion products find their way into Iran through either official or smuggling imports. Unfortunately, there are also domestic manufacturers who, despite the good quality of their products, sell them domestically with foreign Hem Tags, the act that can be translated as a sign of the lack of strong domestic brands in the Iranian garment industry. What are the problems of fashion branding in Iran? What factors have weakened branding in this country? What are the steps of the branding process in this industry, how should the branding of mass and luxury fashion styles be done in this industry, and what are the differences in branding details? The purpose of this study is to provide a comprehensive model of branding.

The present study tries to provide a comprehensive model for the Iranian fashion industry by reviewing the existing literature and theories, as well as conducting semi-structured interviews with the country’s experts and specialists, and also adopting the method of Multi-Grounding Theory. The researchers adopted Snowball sampling methods and carried out interviews until reaching a theoretical saturation.

The data was analyzed by MAQXDA software and 744 codes, 255 concepts, and 10 categories were extracted. Also, 88 articles, books, reports and etc were reviewed. The required data for this study were gathered via conducting interviews.

According to the achieved results, branding in the fashion industry includes three major stages of pre-branding, branding, and post-branding, while this study explored eight steps of branding, including 1) branding requirements, 2) branding opportunities, 3) branding challenges, 4) brand identity, 5) brand positioning, 6) application of appropriate marketing tools and blends, 7) brand evaluation, and 8) growth. The remaining two categories are about the difference between luxury fashion branding, mass branding, and the order of branding steps.

The aim of the present study was to develop the corporate brand management model in Mellat Bank.

This research is mixed metod and it is fundamental in terms of purpose and it is considered field research in terms of data collection method. The qualitative techniques used were meta-synthesis and deep interview and in qualitive part, partial least squares technique was used. The target community in qualitive part was managers and experts in banking with a masterchr(chr(chr('39')39chr('39'))39chr(chr('39')39chr('39')))s degree or higher and a work experience of more than 5 years and in quantity was Mellat Banks’s employees. The method of sampling in qualitive part was snowballs and the number of sample volumes was 8 according to the theoretical saturation of the data and in quantitive part is accidental sampling and 361 people. In the qualitative part, MAXQDA software analyzes the interviews and studies, and in the quantitative part, Smart PLS software analyzes the identified components.

Based on the research results, a total of 13 categories and 41 concepts were identified and extracted. These include brand identity management, brand equity, corporate culture and other concepts.

The research findings can be important for bank managers and marketing experts. It is clear that corporate brand is essential factor in sucsses of organizations.

Successful brand are the market today that managers can create customer loyalty. This study examines impact of the influence of customer brand identification on brand Evaluation and loyalty development (Adidas Sport Clothing). This study is a descriptive survey. The sample collection agencies adidas customer in the city of Tehran. For this purpose, a sample of 384 people (according to the population unlimited) brand dealers in Tehran were selected. The information required by the questionnaire were collected. Its validity was confirmed by Confirmatory factor analysis and its reliability was verified by Cranach’s alpha. So in order to analyze data and test hypothesis, used structural equation modeling with the help of two statistical software SPSS  Version 22 and LISREL Version 8/72. This finding suggests that the brand identification has a direct and significant influence on product quality, perceived value and brand trust. Product quality, perceived value and brand trust has a direct and significant influence on brand loyalty, also the brand identification has indirect and significant influence on brand loyalty. When a customer identifies with a particular brand, it has a positive effect on their judgment of the brand and ultimately leads to loyalty. Finally, it can be said that brand identity through product quality, perceived value and brand trust can create customer loyalty.

The purpose of this study was to investigate the impact of various factors of corporate brand identity on corporate brand identity dimensions in the banking industry. The present study also seeks localization and highlights the factors affecting corporate brand identity in the banking environment based on the identification of influential factors and the extent of the impact of each factor in order to invest for improvement. As a result of classifying the actions and identifying their effectiveness, banks can progress steps step by step by prioritizing these measures and building capacity to create an effective platform to help improve their brand identity. In general, the research questions include: “What are the relationships between the dimensions and components of organizational brand identity in the corporate banking environment in Iran?”, “What are the factors affecting organizational brand identity in the corporate banking environment?”, and “How significant is each factor in shaping and influencing the organizational brand identity according to the Iranian banking environment?”.

This quantitative study is an explanatory research in terms of purpose and developmental-applied in terms of the results. The research strategy is based on survey. The statistical population of this study included managers, experts, corporate banking account managers who are in contact with corporate banking clients, heads of private bank branches, and legal clients of private banks. Structural equation analysis has been used to evaluate the impact of five dimensions of organizational brand identity; moreover, path analysis was implemented to determine the impact of factors affecting organizational brand identity. The data were collected by a questionnaire from the subjects.

The present study could identify different dimensions of organizational brand identity and the importance of these factors, explore the factors affecting organizational brand identity, determine the weight of each factor in shaping and influencing organizational brand identity according to the Iranian banking environment, and create a comprehensive view on brand identity. Based on the outputs of factor analysis, the most significant factors were "brand reputation", "brand identity", "brand communication", "estimated value", and "visual identity", respectively. Therefore, brand reputation and identity were recognized as the most important dimensions of organizational brand identity. In addition, organizational strategy and competencies had the greatest impact on different dimensions of organizational brand identity.

Prior to creating a brand identity in new business environments, managers are required to identify the dimensions of the brand identity construct. Thus, the results of this study can be regarded as an instrument for the managers to audit the status of their corporate brand concerning corporate banking environment. If implemented over time, the effectiveness of brand identity measures can be evaluated and revised measures could be defined and implemented in necessary. Organizational strategy and competencies are considered as the most influential factors affecting organizational brand identity; hence, particular attention should be devoted to these factors in order to create organizational brand identity.

The purpose of this study is to analyze the impact of ethical marketing on consumer repurchase intention with emphasis on the mediating role of brand identity and brand equity. The research method is descriptive-survey in terms of nature, and applicable in terms of purpose. The statistical population of the research is the customers of Digi Kala online store. The sample size was determined using Cochran's formula of 375 people, and the samples were selected by available sampling method. Ethical marketing questionnaires (Safari.et al.2017), brand equity (Aaker.1991), brand identity (Mael & Ashforth, 1992) and repurchase intention (Hong.et al.2012) were used to collect data. The data validity was determined by the academic experts, and the reliability was confirmed by Cronbach's alpha coefficient test. In order to analyze the data, the structural equation technique was used using Lisrel statistical software and SPSS statistical software. The results showed that marketing Ethics has a positive and significant effect on brand identity, customer repurchase intention and brand equity. Brand identity has a positive and significant effect on customers' intention to repurchase. Brand equity has a positive and significant effect on customers' intention to repurchase. Finally, ethical marketing has a significant effect on consumer's intention to repurchase by emphasizing the mediating role of brand identity and brand equity.

Brand and Brand Identity is an important factor in achieving competitive advantage. Various factors, including brand schizophrenia (brand multiple personality) can turn this advantage into a risk. The purpose of this study is to identify the antecedents and consequences of brand schizophrenia. The present study is applied in nature and is a descriptive survey in terms of purpose and data collection. It is conducted based on a mixed method (qualitative and quantitative) in which the exploratory approach are implemented. In this research, a two-stage exploration plan has been used. This design is used when the researcher needs to develop such a tool due to the lack of research tools. The statistical population for the qualitative part of the study includes university professors familiar with the subject. The statistical population for the quantitative part of the study includes is the customers and personnel of the Iran Khodro of Agencies and Factory in semnan. The device of collecting data is for the qualitative part, the interview and in the quantitative part, questionnaire. Data were analyzed by PLS and SPSS soft ware's. The results showed that three factors of inappropriate management of brand portfolio, lack of institutionalizing brand identity in organizational culture, and instability of brand identity as antecedents and three factors of poor brand image, Lack of brand loyalty and lack of brand trust were identified as the consequences of Brand schizophrenia.