Why brands die; Presenting a fuzzy mapping of the factors determining brand death with the FCM method

identifying the causes of decline and death of brands and formulating effective strategies to expand its life cycle is of particular importance. Therefore, the current research was conducted with the aim of presenting the factors that determine the death of the brand with the FCM method. This research is based on qualitative and quantitative research in terms of mixed methods. The statistical population of this research is experts in the field of study, thirty of them were selected as sample members using the purposeful sampling method and based on the principle of theoretical saturation.The tool for collecting information in the qualitative part of the interview and in the quantitative part is a questionnaire, whose validity and reliability are respectively conducted using content validity and theoretical validity and intra-coder and extra-coder reliability methods for the interview, and content validity and Retest reliability for distributed questionnaires has been confirmed. Qualitative data was analyzed with Atlas.ti software and content analysis and coding method, and quantitative data was analyzed with FCM fuzzy mapping method. The results of the research showed that the factors that determine the death of the brand are divided into two parts: internal factors and external factors. The most important factor within the company is the cost attitude towards the brand instead of the capital attitude, while for the external factors, the rule of market-oriented thinking instead of production-oriented thinking (centered medium) has the highest degree of centrality, key indicators and the most important factor determining the death of the brand.