Identify the Deep Thinking of the Iranian Political Market, Iran's Ideal Presidential Brand by Zaltman Metaphor Technique (ZMET)

In the political systems, competition between political actors with the aim of gaining power and influencing voters ‘decisions, depends on how they market their political activities. The lack of deep understanding of the people image towards the politicians and factors influencing public political and social behaviors create problem in achieving political goals. The purpose of the present study is to create a clear picture of the depth of the minds of the Iranian voters towards the ideal brand of the president in Iran. This research is conducted by a phenomenological approach and in order to determine the conceptual map of the ideal brand of the president has conducted in-depth interviews along with the ZMET technique. It should be noted that the statistical population of the present study is targeted from Iranian over the age of 18 who have at least participated in one presidential election. Also, after conducting 14 interviews, the researcher reached theoretical saturation and a consensus map of the ideal presidential brand was extracted. The central structures included in the consensus plan are: Advanced Iran, Economic Improvement, Development and Culture Improvement, Relaxation, Tourism Attention and Development, Committed, Justice-seeking, Global Communication, Environmental and Pragmatic, which should be included in market campaigns. Presidential policy to increase public participation in elections.