Branding to create consumer value in the Iranian banking system

Branding is raised as a new form of connections between the banks and their customers for the purpose of competitive requirement and dominant paradigm in the marketing of banking industry.This concept is very dynamic and despite extensive researches, it has not been adequately examined. The aim of this study is Leveling and Identification of brand constituents in the banking industry which is considered both Developmental from the conclusion point of view and Apllied respecting the goal. This research uses the mixture method in the way that the factors of brand constituents in the banking industry were firstly identified by studying the theoretical foundations and using the Delphi method, then leveling the branding factors through an Interpretive Structural modelling approach. According to the research findings the eleven factors of branding in the banking system are classified in five levels; brand loyalty at first level; brand affect, brand attachment and brand trust in the second level; brand commitment, brand satisfaction, brand personality, brand reputation and the perceived value at the third level, the services quality at the fourth level and brand identity is at the fifth level.