A Model for Marketing Activities that Affect Brand Value by using Grounded Theory

In the past, companies seeking to build or buy production capacities, but are now looking to capture a place in the minds of consumers. Obtain such a position in the consumers mind, are possible by marketing activities. Therefore, companies should create knowledge structure for its own brand; by focus on marketing activities that aim to establish a favorable response in the target market. But the basic question is: What are the marketing activities that can create value through brand and what is their impact on brand? This study sought to answer the above question, by using "Grounded Theory". Based on interviews marketing professionals of food industry, where brand play a key role in customer purchase, their views and experiences on marketing activities that can increase brand value are collected. This information was analyzed in three stage (open coding, axial and selective coding), and final model was developed. According to the achieved results, items organized in 6 categories: Causal, core activities, context, intervening Circumstance, strategy and action, and based on the effect of marketing activities on brand value was theorized.