Brand Value in the Framework of the Brand Marketing Mix

Abstract

In Competitive conditions of the market to obtain a suitable position in customers' minds in a way that they are loyal to the company is important. One of these factors is the company's brand value. This study seeks to identify the elements of the 4c marketing mix and prioritize them in Yazd province's ceramic tile industry. The first step is to review the literature in order to investigate the indices of 4c marketing mix. After finalization of the factors with expert opinion in the Field of marketing and sales for ceramic tiles industry, in the second step to determine the relationship between measures used Dematel method to determine the relationship between measures and in the third step used the ANP to determine the weight of each criterion with regard dependence and feedback between criteria. In the last step of this research we are ranking three reputable companies in the ceramic tile industry in Yazd Province by using of vikor method. The Results obtained by Dematel method show that frequent contact with customers was identified as the most influential indicator. The results of ANP Suggests that refer of experienced marketers to the location of the customer is in first place by weight. and then increase the number of distribution centers and make site Information respectively, as the most important criteria to have the highest weight, result of Vikor shows that third ceramic tile company has the minimum distance to the ideal case.

Keywords

• marketing
• 4c markrting mix؛ value brand؛ dematel؛ anp؛ vikor