Pages: 69-75

Abstract

One of the most important principles of modern marketing is brand management and its role and importance in the development and growth of companies. Issues such as brand improvement, increasing company performance and its profitability as well as having clear understanding of the benefits that the customer is looking for are considered within the realm of brand management and its effect on company performance. The results of previous studies suggest that less attention has been paid by researchers on the effect of different dimensions of brand management on the performance of companies. Thus, the main objective of this research is to evaluate the effect of dimensions of brand management system on the performance of companies. The research population included furniture manufacturers in Iran. Data were collected using questionnaire. The response rate was 74.35%. Structural equation modeling and Smart Plus software were used to analyze the data. The results of the hypotheses testing revealed that the brand management implementation has a significant and positive effect on mental performance of brand. Measuring the effect of brand management dimensions on company performance, this study can provide new insight for researchers and authorities to improve organizational performance. Thus, the results of this study can be useful for academic communities and relevant authorities.