Designing a local model to strengthen the brand position

These days, with the advancement of technology and the change of society's culture, seeking to provide better services and higher quality in the field of health, medical centers are also trying to establish their position as a strong and reliable brand in the minds of people. But the position of the brand of medical centers is very complicated due to the special importance of health and must be managed with care and attention to details. The purpose of the current research is to design and develop a local model to strengthen the brand position of Imam Sajjad Yasouj Hospital. In terms of the research philosophy of the rationalism paradigm, this research is placed in the category of exploratory mixed research. The current research was conducted using the Delphi method. Also, in order to confirm and agree on the components, the factors extracted from the research literature were provided to the experts through Delphi questionnaire. The statistical population in the Delphi section includes 30 experts, experts and long-term experts, professors in the field of marketing and senior managers of the country's hospitals, who were selected by targeted non-probability sampling. Based on the literature review, 29 sub-factors were identified in the 9 main factors to design the development of the native model of brand positioning. The results of this research can be used as a model to implement the brand position and contribute to the greater competitiveness of Imam Sajjad Yasouj Hospital in the health market.