Document Type : Research Paper

Authors

• Meysam Shirkhodaie ¹
• Maryam Goudini ²
• Mahmood Yahyazadehfar ³
• حمیدرضا فلاح-لاجیمی ⁴
• Morteza Movaghar ⁵

¹ Associate professor of Business Management, Department of Management ,Faculty of Economic and Administrative Sciences, University of Mazandaran

² P.h.d student of Business Management, Faculty of Economic and Administrative Sciences, University of Mazandaran

³ Professor of Financial Management, Department of Management, Faculty of Economic and Administrative Sciences, University of Mazandaran

⁴ Assistant professor of public policy management, Department of Management, Faculty of Economic and Administrative Sciences, University of Mazandaran

⁵ Assistant professor of business management, Department of Management, Faculty of Economic and Administrative Sciences, University of Mazandaran

Abstract

, the present study aims to identify and evaluate the functional components in the management and implementation process of Iran's nation branding campaign. To achieve this objective, the first step involved identifying and extracting functional components through 23 interviews with officials and experts in the field. In the subsequent step, after experts completed questionnaires, the performance-importance of the functional components in the campaign’s managerial and executive process was assessed. Based on the research findings, the components were categorized into four groups: "Focus Area," "Strategy Continuation," "Resource Wastage," and "Low Priority." Among these, 11 components were placed in the Strategy Continuation area, 10 in the Focus Area, and 8 in the Low Priority area. Furthermore, the findings highlighted the highest-priority components that should be prioritized for improvement by policymaking institutions and executive officials, including: fostering convergence and coordination, developing a unified national narrative, establishing a roadmap, setting strategic priorities, and formulating a promotion mix. The results of this study, by providing a structured and adaptable framework for various national contexts, can bridge the gap between theoretical insights and practical applications,

Keywords

• campaign
• Nation branding
• Branding
• Functions
• National Identity

Main Subjects

• Commercial Management