شناسایی عوامل تاثیر گذار بر انتخاب استراتژی برند شرکتی در صنعت مواد غذایی با استفاده از نظریه داده بنیاد

Aim and Introduction: One of the main points in increasing brand equity is choosing the right strategy for branding. Since the mid-1990s, we have witnessed the growth and increasing interest in using corporate brand strategy by researchers and managers. As one of the most valuable intangible assets of any company, the corporate brand plays a special role in the success of companies and effective communication with customers due to the advantages it creates. Today, the importance of using a corporate brand for the success of products, especially in the food industry, is increasing day by day. Corporate brand strategy is a holistic approach to brand management that companies take to create a unique identity. Rapid changes, more complex markets, closer competitors, copying and transfer of production technologies at high speed, and decreasing brand loyalty, which are the characteristics of today's markets, have led to the transformation of corporate branding into a strategic marketing tool. In the corporate brand strategy, the company names all its products using a company brand. This qualitative research identifies factors influencing the choice of corporate brand strategy in the food industry.
This research seeks to identify the factors influencing the choice of corporate brand strategy based on qualitative principles. In this research, the subject of the research is investigated in the food industry, which is of special importance in the portfolio of households. This industry is considered one of the most important and strategic industries in the world economy, which has a high financial turnover. Also, this industry in our country has good maturity and has a smaller distance from foreign competitors compared to other conversion industries. As a result, knowing the strengths and weaknesses as well as the opportunities and problems and bottlenecks of this industry can lead the country to a brighter perspective in this sector.
Methodology: This research is applied in terms of purpose and qualitative in method. This research has collected and analyzed data with the grounded theory research strategy. The grounded theory is a method of qualitative research in which a theory is developed using a set of data. The poverty and dispersion of theoretical literature and research background in the field of corporate brand strategy is the most important reason for applying the grounded theory of the foundation in the current research. The statistical community of this research consists of university and industry elites and experts including: university professors, senior managers and marketing managers of food manufacturing companies, officials and chain store owners. To collect data, in-depth semi-structured interviews were used with experts in the field of marketing and sales of the food industry, who were selected through purposive sampling.The data of this research was collected based on interviews with 15 academic elites and senior managers of active and well-known companies in the food industry. Theoretical sampling continued until the categories reached theoretical saturation. The interview protocol included 5 main questions, and with the permission of the participants, all interviews were recorded and important points were noted. After the end of the interview, all audio files were typed and implemented. Then, after the interviews, data analysis, and coding were done based on the Foundation's grounded theory through three stages of open, central, and selective coding.
Findings: In this research, according to the interviews conducted, the concepts of factors influencing the choice of corporate brand strategy in the food industry include the following: Psychological characteristics of the consumer, Consumer perception towards the corporate brand, Ease of using the corporate brand, Costs in using the corporate brand, Attention to product features, The impact of the product on the corporate brand. Also, after analyzing the interviews, the factors influencing the choice of corporate brand strategy are include: Consumer demand, Consumer risk tolerance, Customer sentiment towards the brand, Awareness of the corporate brand, Loyalty to the corporate brand, Perceived quality of the corporate brand, Interest in corporate brand, Corporate brand credibility, Trust in the corporate brand, Corporate brand reputation, Perceived value of the corporate brand, Facilitating the consumer's purchase intention towards the product, Reducing consumer risk, Reducing the time and cost of product selection, Facilitating acceptance of products by sellers, Use of existing distribution channels, Using previous information sources to buy a new product, Perceived fit of the new product with the nature of the company, Using corporate brand nostalgia for old consumers, The risk of destroying the original brand, Extending the functionality of the new product to other products, Increasing the equity value of the corporate brand
Discussion and Conclusion: Companies need to pay attention to factors and consider the psychological characteristics of people in choosing the right strategy and offering products. People with risk-taking power and people who have a high sense of seeking variety behave differently than other buyers. The quality of a company's brand is a fundamental factor in consumers' perception of products. Therefore, companies need to check the quality and perception of consumers towards their corporate brand to use corporate brand strategy for their other products. The quality, trust, reputation, interest, loyalty, etc. of the corporate brand have an effect on the attitude of consumers towards the corporate brand and the presentation of other products by this strategy. If the customer considers the created brands as belonging to the company brand, it will be more likely to reevaluate the purchase from the current and trusted brand. costs of introducing and presenting products are reduced by using corporate brand strategy. Also Using the existing distribution network reduces distribution costs and helps product acceptance by retailers.The fitness factor is an important factor in choosing the right branding strategy. The existence of compatibility between the products and the identity of the company with the other products of the company causes the transfer of favorable associations and special value of the corporate brand to other products and convinces the consumer that the company specializes in producing products.