A Framework of IRI Brand Building

The nation's brand is nowadays referred to as its soft power. While the number of countries that are launching their own branding program is increasing day by day, this is a neglected issue in our country. Accordingly, the main question of the present study is: what are the elements of the Iranian nation's brand and what characteristics may it have? The statistical sample of the study is 54 experts familiar with the subject of nation`s brand building. The technique of data gathering in the study of basics and background is library-based and in the stage of survey is depth interview. For data analysis and conceptualization of the data, the technique of the content analysis along with a deductive approach were used. According to the results, "Iran's competitive advantage" and "promotion of the image of the Iranian nation", attention to "brand building principles and techniques" and the need for "continuous control and oversight" of the Iranian nation's brand building program are considerable issues in Iran`s brand building process.