الگوی برندسازی شرکت های مادر

علی‌رغم سرمایه‌گذاری‌های فراوانی که در حوزه‌ مدیریت برند در هلدینگ‌ها انجام می شود، این تلاش ها از اثربخشی چندانی برخوردار نبوده است. یکی از دلایل این موضوع، نبود یک تفکر و الگوی جامع برای برندسازی در هلدینگ‌ها است. از اینرو، با توجه به نیاز هلدینگ‌ها به یک الگوی مناسب برندسازی برای کسب موقعیت رقابتی مناسب در بازارهای هدف هر یک از کسب و کارهای تابعه و نیز شکاف پژوهشی موجود در ادبیات مربوطه، در پژوهش حاضر با بهره‌گیری از رویکردی چند سطحی نسبت به تدوین چنین الگویی مبادرت شده است. روش پژوهش در پژوهش حاضر، کیفی-اکتشافی و از نوع فراترکیب است. بدین منظور، با استفاده از کلیدواژه‌های منتخب از بین پایگاه‌های اطلاعاتی اسکوپوس و وب آف ساینس، تعداد 78 مقاله طی چندین مرحله پایش انتخاب شد و مورد تحلیل محتوای کیفی قرار گرفت. پایایی نتایج کدگذاری با استفاده از پایایی بازآزمون ارزیابی گردید و برابر 73 درصد بود که رضایت بخش است. الگوی برندسازی شناسایی شده شامل سه سطح الف) خرد یا اهداف (بلندمدت و کوتاه مدت)، ب) میانه یا استراتژی‌ها و تاکتیک‌ها، و ج) کلان یا عوامل درون سازمانی موثر بر برندسازی در هلدینگ‌ها بود. در سطح خرد، اهداف شامل ایجاد تمایز، بهبود جایگاه برند، و خلق ارزش اقتصادی است. در سطح میانه، استراتژی‌ها شامل معماری برند، تعامل برند، و نبوغ برند بود. سرانجام، در سطح کلان نیز عوامل درون سازمانی مشتمل بر مدیریت توانمندی های سازمانی، رفتارها و تعاملات درون سازمانی، رشد و توسعه سازمانی، و مدیریت پورتفوی برندهای سازمان بود.

designing a model of branding in holding

1.introduction despite the many investments made in brand management in holding companies, these efforts have not proven very effective. one reason for this issue is the lack of a comprehensive thinking and model for branding in holdings. therefore, according to the need of holding companies for a suitable branding model to obtain a suitable competitive position in the target markets of each of the subsidiary businesses, as well as the research gap in the relevant literature, in the present study, using a multi-level approach efforts have been made to compile such a model. the research method utilized in this study is qualitative-exploratory and meta-synthesis. for this purpose, 78 articles were selected through several stages of monitoring using chosen keywords from the scopus and web of science databases and were subjected to qualitative content analysis. the reliability of coding results was evaluated using retest reliability and it was equal to 73%, which is satisfactory. the identified branding pattern included three levels: a) wisdom or goals (long-term and short-term), b) middle or strategies and tactics, and c) macro or internal organizational factors affecting branding in holdings. at the micro level, goals include creating differentiation, improving brand positioning, and creating economic value. at the middle level, strategies included brand architecture, brand engagement, and brand ingenuity. finally, at the macro level, intra-organizational factors included the management of organizational capabilities, intra-organizational behaviors and interactions, organizational growth and development, and management of the organization's brand portfolio.the relationship between brand and holdings is very important due to the position and role of these multi-business groups in the economic development and growth of societies (yao and wang, 2018). mutual homogenization and consolidation of the interests and economic activities of brands and subsidiaries in order to create a brand for the holding company can be a daring tactic in attracting capital and obtaining long-term economic benefits (tutoli and alharthi, 2022). the programs of holding companies in supporting special branding goals have significant effects on the communication of partners and the quality of partnership with them. holding brand management strategies require a deep understanding of brand concepts and holding activities (choi and seo, 2021). with the growth and development of the holdings, their activities become more competitive and the issue of brand orientation becomes increasingly important because it leads to their differentiation and gaining a suitable position in the market (tutouli and alharthi, 2022). the problem is that holding companies with several different businesses must offer several brands to customers in their advertisements, because they have to deal with many competitors due to the multitude of products and brands. for this reason, the need for a multi-level branding model for parent organizations is felt. on the other hand, the conventional theorizing approach examines organizational phenomena such as branding either at the micro level or at the macro level and is unable to consider the top-down and bottom-up impact of organizational phenomena. the multi-level approach as an emerging paradigm and method is able to see organizational phenomena including branding as multi-level and simultaneously analyze the impact of the studied phenomenon on a higher level and the impact of higher level factors on the studied phenomenon (turner, 2021). in addition, some of the previous studies focused on branding at the operational and technical level and with an emphasis on brand identity (with the components of logo, name, color, font, website design, content, and advertising) (jalilund and sami, 2012). ; hung et al., 2022; saeed et al., 2023) and others have emphasized branding strategies and brand management strategies. brand (such as product line development, brand development, new brand, and multi-branding) (ford et al., 2022; jestratejvik et al., 2022; niros et al., 2022; hong et al., 2022b). however, branding literature has addressed this organizational concept either from a micro perspective (technical and operational with an emphasis on brand components) or from a macro perspective (developing branding strategies). therefore, the present study aims to identify the different layers of branding in general and at the level of holdings in particular by using a multi-level model. in general, the studies that presented models or frameworks for branding were mostly single-level and did not draw different levels and layers for it. therefore, the main goal of the present study is to present a multi-level model for the implementation of the branding process, actions and activities related to each of these levels in holdings. 2. materials and methodsthis study is interrogative in philosophy, interpretive in approach, and metacomposite in strategy. the target community includes published articles about branding in holding, which can be accessed through scientific databases including scopus and web of science. the sample includes valid articles related to the research objectives, which the researcher uses various parameters such as; it considered the title, abstract, content, article details (author's name, year, etc). these articles must have been published between 2000 and 2024. the researcher first reviews the titles of the articles and removes the articles that are not relevant to the research question and purpose. in the next step, it examines the abstract of the articles that remained from the previous step and in this step also removes the irrelevant articles. during this process, the number of articles decreases. due to the fact that the current research intends to answer the research questions in the first phase by combining the results of prior studies, the metacombination method has been used. 3. results and discussionthe selected articles were also evaluated based on the location and the industry under review. regarding the publication locations of the articles, the united states with 22 articles, china with 7 articles, india, italy, england and south korea with 5 articles respectively, had the highest number of articles published in the field of branding in holdings. in terms of the industry examined in the selected articles, it can be stated that 55% of the articles did not focus on a specific industry but focused on several industries. however, the fashion industry (6.41 percent), the fast-moving consumer goods industry (5.13 percent), the tourism industry (3.85 percent), and the luxury goods industry (3.85 percent) have the highest amount of concentration in the branding research of holding companies.to answer the research questions, the road map framework with three levels of goals (micro), strategies (intermediate) and infrastructure (organizational factors) (macro) was used. each of the selected articles was analyzed to determine the components and components of of these three levels, allowing for the calculation of their concepts and codes. because the text of the articles is used to answer the questions, and due to the fact that the three main categories include goals, strategy and internal organizational factors affecting branding in the eyes of the researchers, qualitative content analysis was used. in this way, by using qualitative content analysis in the articles, it is tried to identify and count appropriate and relevant codes and concepts for the answers to the research questions. in response to the first question of the research, 45 final codes were obtained in relation to branding goals in holdings. in the next step, a set of concepts was created. finally, after going back and forth among the codes, 10 concepts including improving brand financial performance, increasing brand equity, increasing trust in the brand, strengthening the brand, increasing company reputation, value growth creation, strengthening the strategic position of brands, increasing bargaining power, improving perceptions of the brand, achieving economies of scale and diversity, and achieving market intelligence as branding objectives in the holding company. was obtained. to address the second research question regarding branding strategies in holding companies, qualitative content analysis was employed. after reviewing the selected articles, a total of 36 final codes were extracted. from these codes, a total of 7 concepts include brand portfolio strategies, branding strategies, brand management, brand complements, brand initiatives, collaboration with stakeholders, and social media management. for branding strategies in holdings, branding of holdings was identified in the existing literature. finally, in order to provide an appropriate answer to the third question of the research (intra-organizational factors affecting branding in holding companies), qualitative content analysis technique was also used through the relevant literature. in the table below, the extracted final codes related to the third research question (intra-organizational factors affecting branding in holdings) are reported. in total, 48 final codes and 13 concepts were identified including organizational resources, capabilities, and competencies, customer knowledge, financial investment, organizational culture, branding policy, corporate governance, expertise in the field of branding, inter-organizational changes, national and international partnership, national and international coalitions, inter-organizational relationship management, innovation strategy and brand development strategy. according to the answers provided to the three questions related to the components of the branding road map in the holdings in the metacombination section, the results are summarized in the table below. the following table shows the concepts related to the three levels of branding road map in holdings. considering that the road map is examined at three levels (corresponding to the three questions of the research, at the micro level, the category of branding goals, at the middle level, at the category of branding strategies and tactics, and at the macro level, the category of internal organizational factors was discussed. at the micro level, three goals including creating economic value, improving brand position, and creating brand differentiation were identified. at the middle level (strategies), three strategies including brand architecture, brand interaction, and brand genius were calculated. finally, at the macro level (organizational factors), organizational capabilities management, organizational behaviors and interactions, organizational growth and development, and organization brand portfolio management as the most important organizational factors affecting branding in holdings were determined. 4. conclusionconsidering the importance and benefits of branding for companies of different sizes, especially holding companies, and despite the fact that many previous studies have dealt with branding in small and medium-sized companies, but few studies in the field of branding in companies large and holdings, it is necessary to conduct a deep study to identify a road map for holdings. in this regard, the present study tried to design a road map by conducting a meta-combination on the studies conducted in the field of branding in holding companies. this is the first study that presents a multi-level model for branding in holdings. in addition, this study has attempted to design such a model by using the metacombination strategy and examining the results of previous research. therefore, the present study helps to enrich the literature of branding in holdings.it should be remembered that the literature on branding in holdings is scattered and decentralized and no road map has been provided for it so far. for this purpose, a road map with three levels was designed. at the micro level, branding goals were identified, at the medium level, branding strategies were identified, and at the macro level, internal organizational factors affecting branding in holdings were identified.