Typology of Effective constructs in Conceptual map of Political Ideal Brand Image of Iran President by MicMac Method

Politics is the science of finding the power and ways of achieving it by influencing the minds of people. Politicians who have suitable skills would use these power sources effectively. Present research is conducted with the aim of typology of effective constructs in conceptual map of political ideal brand image of Iran president in order to introduce these constructs to the presidential candidates and help to improve the effectiveness of the promotional plans and campaigns. In this research constructs of the conceptual map of political ideal brand image of Iran president are obtained through ZMET method and by the in-depth interviews which the participants had been chosen with the purposeful and judgmental method. At the end, the interviews of ZMET achieved the theoretical saturation by 14 participants and the conceptual map was extracted. Therefore, by the usage of Mic Mac method the typology of the constructs are performed and the constructs were categorized in to impressible, effective, control and risk. The result showed that the action-oriented, committed, justice-seeking, enhancing the education and welfare are in group of the effective constructs. Constructs such as advanced Iran, global communication, attention to the environment, improving people state and economy are risk constructs and attention to the tourism development and creating job are goal constructs. Also, realism, development of quality domestic industries, relaxing, powerful, conserving the natural resources, improving and enhancing the culture and peace are the results constructs. Finally, the suggestions were presented for presidential candidates.