Identification and Recognition of Factors Affecting Brand Skill (Case study of IMIDRO: Iranian Mines and Mining Industries Development and Renovation Organization)

Abstract

Consumers' perception of the skill acquired as a result of using goods and services depends to a great extent on the value created by the organisation. The ability of organisations in creating value is not just relied on their tangible assets, but the use of intangible assets creates their main power of value creation, among which brand is one of the most valuable assets that its consideration and management leads to achieving a positive viewpoint in the minds of customers. The present study aims to identify the factors affecting brand skill. This study was conducted using qualitative method through semi structured interviews with 18 managers and experts active in IMIDRO. The data obtained from the interviews were analysed by theme analysis method and finally, the factors affecting brand skill were identified in the form of four main themes of causal factors, underlying factors, features and outcomes.