عنوان مقاله [English]
نویسندگان [English]چکیده [English]
A company's brand is known as one of its most important assets, therefore, companies are trying to identify themselves with specific features known as brand identity. But, the people’s perception of a firm’s brand differs from those that has been planned by the firms. A brand conceptual map is a tool that helps companies to identify differences between brand image and brand identity. The purpose of this study is to explore the perception network and the brand image of Iran’s Middle East Bank. In order to mapping the Bank’s brand image, we interviewed eighty seven knowledgeable individuals who were our informants over banking services. The results of the research indicate that the Middle East Bank has a positive overall social image. Its most important positive features include being customer oriented, providing quality services, and being a class-leading bank, and its negative features were not much accessable, weak social presence, and being little known.