Proposing a Framework for Strategic Development of Branding Process Based on the CIPP Model: A Meta-synthesis Approach

Recently, branding plays a significant role for service companies. However, many service companies do not have a distinct and well-known brand because services are heterogeneous, intangible, and based on experience. On the other hand, the literature in the field of service branding are greatly scattered. Therefore, this study seeks to address and fill this gap by providing a comprehensive and systematic framework for the strategic development of the branding process based on the CIPP model.  

The present qualitative research was conducted based on the meta-synthesis approach. Accordingly, 226 previous studies related to the subject of the study were reviewed based on the model proposed by Sandlowski and Barso. The research population consisted of all articles published in ISI journals, books, as well as domestic and foreign dissertations related to branding in the service industry during 1996 and 2020.

According to the CIPP model, the authors identified 16 concepts and 176 codes for the context, input, process, and output of the related literature. Research findings indicate that, as the "contextual" indicator, the environment proximity is effective on the strategic development of the branding process. The "inputs" of strategic development of the branding process include the following four factors: structural, managerial, financial, and employee factors. The crucial issue of strategic development of the branding process is the "process", which consists of formation of brand strategy, brand analysis and evaluation, planning and instructions, program development, and executive measures. The desired outcome of the proposed research model is to achieve the "output" (outcome) of strategic development, which includes organizational, managerial, financial, human resources, and marketing performance.

The findings of this study help researchers and stakeholders in the field of service branding to develop a comprehensive understanding of the strategic development of the branding process. It includes the variables and considerations to take into account in four categories of contexts, inputs, process, and outputs. Hence, this study contributes to the literature by filling the potential gaps and enhancing the depth of knowledge in the field of service branding.