Strategic assessment of brand identity in organizations by using Aaker Model (case study: Iran and Asia Insurance Companies)

Abstract

During the last two decades, brand assessment has become as a very important component in the organizations marketing strategies and the reason for this is that brand is seen as a valuable asset and a major source for distinction. This study is conducted aimed to strategic assessment of brand identity by using Aaker planning model and brand identity by Aaker in [1] in Iran and Asia insurance companies. Statistical society of this research is managers, experts and clients of insurance companies and data is collected by using questionnaire randomly and targeted. Also, parametric descriptive and inferential statistics, and SPSS software are used for data analysis. Variance analysis, spearman correlation coefficient and student t-test are used to examine the research hypotheses and compare them. Research results of in Iran and Asia insurance companies show that there is significant relationship between brand as a product and brand as a person in client's field. There is a significant relationship between brand as an organization and brand as a person in organization's field and there is no significant relationship between the quad dimensions of brand identity in competitors' field. In the comparison between these two insurance companies the results of student t-test show that two insurance Companies has significant difference in the brand as a product (service) and brand as a symbol in organization's field and two insurance companies has no significant difference with each other in brand index as an organization and brand as a person.