Designing a Model of Bank Melli Iran Brand Promotion Mechanisms: Combining Synthesis Research and Interpretive Structural Approach

The contemporary world is witnessing the occurrence of strategic changes all over the world due to the increasing competition in the field of banking at the national and international level. Due to these transformations and changes, research on brand promotion mechanisms has been prioritized by financial and banking institutions. The purpose of the current research is to design a model of mechanisms for promoting the brand of National Bank of Iran. The present research is considered to be an applied research in terms of purpose and a mixed research in terms of method. In the qualitative part of the research, articles related to brand promotion factors were used, and in the quantitative part, the opinions of brand experts were used. Data analysis was done in the qualitative part with the method of synthesis and in the quantitative part by using structural-interpretive modeling. In the qualitative part, 26 concepts were extracted from the theoretical foundations, which were categorized into 6 categories. Then, in the quantitative part, using the ISM method, the categories were leveled and drawn in a model format. Based on this, the brand promotion mechanisms of National Bank of Iran were classified into five levels, with brand value being placed at the first level and conversational ability at the fifth level.