The Impact of Brand-Oriented Strategy on Brand Performance with Emphasis on Brand Identity Intervention

Identification of effective factors on brand performance is considered as an important issue in strategic marketing decisions. According to the findings, brand motivates brand identity development. Brand identity plays an important role in implementing a brand- oriented strategy and improving business performance. The purpose of this study is to investigate the impact of brand orientation strategy on brand performance with emphasis on the mediation role of brand identity in Tehran's food industry Companies. The research method is descriptive-correlational. The research community was senior managers of Tehran's Food Industry Companies which included 100 people. In this research, random sampling method was used, 168 managers were selected as sample. Data were collected through a standard questionnaire 17 questions from 168 managers in 168 active companies in the food industry that their office is in Tehran province.The validity of the research questionnaire was confirmed by the experts and the reliability of the questionnaires was confirmed by Cronbach's alpha coefficient with a value of 0.924. The conceptual model was designed with five variables and 8 hypotheses. Descriptive statistics were analyzed by SPSS software and SMART-PLS2 software was used to test the hypothes. The results of the research, including path coefficients between variables and the significance of t (β = 0.642 t = 12.514) and spearman's significance level, were 0.000 (less than 0.05) in this relation, which indicates that there is a significant relationship between brand-oriented strategy and brand performance, and the analysis of the intermediary of brand identity in this relation has been confirmed.