The branding model of Iranian industrial products in international markets with the approach of grounded theory

In a dynamic global trade environment, international branding is one of the most valuable and challenging components of achieving sustainable competitive advantage for export-oriented businesses. Achieving such an important advantage leads to higher added value for businesses, customer satisfaction and customer retention, long-term relationships with customers, increased competitiveness and profitability, and business growth and survival in the long run. The purpose of this study is to present a branding model of Iranian industrial products at the international level. The present study is of qualitative type and the method of collecting the required data has been done using both library and field methods with in-depth interview technique. The grounded theory model of Strauss and Corbin (1990) was used for data analysis. The interviews were conducted until the theoretical saturation was reached, and a total of 12 marketing experts and marketing and branding managers were interviewed using the selected snowball method. Based on the results of indicators related to the prevailing context (such as economic issues), causal conditions (domestic and external potential), interventionist (such as problems caused by sanctions) and the central category (international branding) of Iranian industrial products in international markets, extraction and strategies In accordance with these businesses, in six areas of organizational strategies, product, pricing, distribution, promotion and market segmentation were presented and the consequences of their use were identified. The findings of this study can be of great help to business managers who intend to enter global markets and brand their industrial products.