Branding of Isfahan’s Handicrafts by Using PCDL

Abstract

A brand is more than just a name, as it contains all the relationships that the customer communicates with different features of products. All products are required to build the brands. The main objective of this study is branding of Isfahan’s handicrafts. The objective of this research is applicable and its method is data collection by means of descriptive survey. The data collection tool in this research is based on quantitative and qualitative data and contains structured interviews questionnaires of experts and paired comparisons questionnaires. The population of this study is composed of 20 experts of crafts that have been determined by purposive sampling method. Branding process is done through PCDL model that consists of four stages. The results of first stage indicate the determining of Isfahan’s handicrafts’ products position compared to other competitors through the method of Walker’s perceptible positioning. The results of second stage involve identifying the priorities of advertising methods for these products through Analytical Hierarchy method and also introducing a logo for Isfahan’s handicrafts. The third stage shows the performance of Isfahan’s handicrafts in terms of four dimensions of the Balanced Score Card (BSC) and also aftermost results of this research include presenting the strategies of competitive, defensive, aggressive and conservative through creating analysis matrix of SWOT. DOI: 10.5901/mjss.2016.v7n4S1p308