عنوان مقاله [English]
This article describes the degree to which Iran food industries use branding strategies. The main purpose of this study is to explore why food industries in Iran do not take advantage of branding techniques to promote sales and productivity. A group of customers of four food industries namely, Mahram, Tak Macaron, Pegah, and Shirin Asal were selected as the research sample. Data analysis shows that the top common factors that all these companies pay attention are price, commitment, and advertisement. The other factors such as leadership, product value, product identity, product value, product evaluation, competitive advantage and the name of the brand were less attended. Findings suggest that managers of these companies should choose a contingency strategy to find out which factors require more attention in order to use the indigenous branding model designed by Aaker to match their company in order to achieve organizational goals. Hence, practitioners and managers of food industries may benefit from findings presented here.