Identification and prioritization of effective factors on promotion of a brand (case study: branches of bank Ansar, Zahedan)

Brand is the manifestation of thought, identity, creativity, innovation, skill, credit, popularity and ability of an organization; therefore the organizations should use their entire power and innovation to promote their brand. The goal of this study is to identify and prioritize the effective factors on promotion of the brand in branches of Bank Ansar in Zahedan. For this purpose, firstly the history of research in this regard was studied and consequently the variables of creativity capacity, positive mental image-making capacity, development and expansion capacity, significance capacity and communicative capacity were taken into consideration. Also the directors and experts of the bank were interviewed and 39 distinct factors were classified in five groups. Brand promotion is assessed from the five aspects in question according to Likert's five-choice spectrum and the conceptual and superficial validity was approved by the experts and elites, and its reliability by Cronbach's Alpha coefficient standing at 0.807. This study is of scientific-applied type as far as the goal is concerned and is of descriptive-quantitative nature as far as the type is concerned. The statistical society is the staff and customers of different branches of Bank Ansar. Using Cochran's formula, 384 people were selected as the sample and the questionnaire was distributed among them using simple random method. Their priority in each group as well as their total ranking was calculated using Friedman test following the analysis of the resulting data. Consequently the creativity capacity was found to be the most important factor to promote the brand followed by the other factors from importance point of view.