Strategic Management Thought

Effective components on brand equity in the animation industry

Document Type : Research Paper

Authors

1 Ph.D. Student of human resources and organizational behavior, Imam Sadiq University, Tehran, Iran (corresponding author).

2 Master's degree in educational management, Imam Sadiq University, Tehran, Iran.

3 Assistant Professor, Department of Business Management, Faculty of Islamic Studies and Management, Imam Sadiq University, Tehran. Iran.

Abstract

Animation is a complex art and a combination of elements representing other arts. Aware of the importance and capabilities of this art-industry-media, in the last two decades, many Western and developing countries, using professional and industrial relations, have been able to access the global market in this field. So that an important part of the Iranian animation market has been provided to the animation products of those countries. But in the meantime, Iranian television animation, along with the growth of this industry in the world, has not been able to move in terms of quality and is still an importer of these products. Therefore, the main issue in this study is why, despite the cultural richness for producing animated works for children in Iran, Iranian animations are still less successful than foreign productions in attracting the attention of their target audience. That's why, the researchers in the present study have tried to conduct a qualitative research based on the views of active audiences in the field of animation, children and adolescents as a statistical sample (content selected) using the theme analysis method and a researcher-made questionnaire. Components and indicators affecting the "brand equity" of animation industry products available in the Iranian market and thus provide solutions for the production of animation works by local experts and production management of these works. Findings of this study showed that: The main features of noteworthy andattractive animation of view of consumer (target population(, graphics and appearance of characters, services and by-products, brand personality, superiority, external animations in comparison with domestic animations, are the main components of brand equity ​​for animation. this is opinions of the audience in this field in Iran, each of which contains one or more indicators.

Keywords

Main Subjects

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Strategic Management Thought
Volume 15, Issue 2 - Serial Number 30
August 2022
Pages 199-236
  • Receive Date: 19 June 2021
  • Revise Date: 11 April 2022
  • Accept Date: 30 May 2022