A Qualitative Branding Model

To ensure that brand plays an important part in the total company's value, the implementation of a controlled plan about brands, over time, is of vital importance. Since different parts are operative in branding, company's branding necessitates holding a comprehensive vision into its management so that all the members and aspects of organizations can treat in brand's line. This qualitative study was conducted in 2013 with the aim of describing an integrated model of branding activities in superior brands of Iran's food industries. To this end, in-depth interviews were conducted with the marketing managers of well-known companies that are truly active in food industries. Initial data collection from the target population was done through interviews and content analysis; thereafter, variables, categories, and branding elements in Iran's food industries were identified. In the end, the integrated branding model for this industry was presented with extracting experts’ opinions. The results are suggestive of indirect and direct effects of factors such as brand vision; brand positioning, product performance, brand communication, distribution, and stakeholders on the performance of brands. These effects are realized in direct influence of those arranged goals and visions on positioning, product and brand communication. By the same token, product performance and brand positioning affect brand communication. The impact of this communication along with direct impacts of product and its distribution will constitute the position and strength of brands. In this regard, there are some stakeholders both inside and outside the company that influence these activities.