Authors: Mehran Rezvani, Maryam Zargaranyazd, Ebrahim Zamani

Abstract

Corporate brand image is the views of the interest groups of the organization. In large organizations, brand image has become as a source to gain competitive advantage, so they strategically build their brand image. With increasing global competition and the complexity and dynamics in this environment, this topic in small and medium-sized enterprises (SMEs) has recently become so significant. This paper identifies factors affecting brand image for food SMEs in the industrial town of Amol city, Iran. In this research, data gathering is done by semi-structured and face to face interviews with nine experts in the field of corporate branding of food SMEs in Amol. Systematic analysis of data suggests that the factors affecting brand image consists of two main factors which are communication factors that include primary, secondary and third communication; and the second set is direct factors. Initial communications contains products and services, market behavior, firm behavior toward employees, employee attitudes and behaviors toward other stakeholders and non-market behaviors. Secondary communications includes formal corporate communications like advertising and public relations. Third communication includes word of  mouth, interpretation and tone of media and communication with competitors. Independent factors include image and reputation of industry and country of origin, and image of allied laws, partners, and NGOs.

Keywords: Brand Image, Small and medium-sized enterprises, Corporate branding, Food industry.