Identifying and ranking the ethnic factors affecting the national brand using the Q test process

As an asset and identifier, national branding has a significant place to strengthen the countries position on the world stage. Ethnic groups, which form a part of the country's history, culture, identity, behavior and population, play a role in the process of national branding. Therefore, within the framework of "Richard Dyer's" Representation Theory, I have investigated the impact of Iranian ethnic groups on the national branding process through this article. Using the Q method and tables, the thoughts and attitudes of 57 specialists in "Cultural Affairs and Heritage", "Tourism", "Social Relations", "Government", "Investment and Migration" and "Exports" were identified and sorted. Based of the Iranian ethnic groups and national brand, the thoughts and attitudes of the participants were analyzed through exploratory factor analysis method; This resulted in the discovery of 8 factors for Iranian ethnic groups and 6 factors for the national brand. The results indicate that each of the identified patterns has different concepts in comparison to one another; The findings also proves a significant relationship between some of the ethnic variables of Iranians their national brand.