نوع مقاله : مقاله پژوهشی
عنوان مقاله English
نویسندگان English
This study aims to identify the components of the Islamic Republic of Iran Broadcasting (IRIB) brand identity and to provide suggestions for managing the brand identity of the organization. Brand identity is the set of traits and characteristics an organization wants to be known for, and promises the customers (the audience) to create and maintain. To identify these components, while studying the objectives, missions, vision and policy of the organization as well as the guidelines of the founder of the Islamic Revolution and the Supreme Leader of the Revolution, which is the basis and mainstay of the IRIB’s brand identity, documentary studies and interviews with experts have been applied. In this research, Aaker’s strategic brand-building model has been used as a model for identifying the promises or components of the IRIB brand and the factors affecting it. Based on the results, the essence of the IRIB’s brand identity and the promise that affects all aspects of the organization is being "the national media". The core and functional components of IRIB brand identity are being: the government’s official media and promoter of the discourse of the Islamic Revolution, exclusive custodian of comprehensive audio and video broadcasting in the country, general university, provider of pure and family entertainment, and the reliable reference for news and information. Also, factors such as the development of human capital, innovation in vintage production, the quality of the organization’s audiences relationship management, sponsors; brand individuals and celebrities affect the brand identity of the organization. After identifying the challenges facing the organization’s brand in the aforementioned areas, suggestions have been made to fulfill the organization’s promises and manage the media brand out of which transforming audience-based research data into knowledge, comprehensive analysis of the country’s media sphere, creating and designing of new forms and creative content, localization of the form and content of the programs adapted from world formats, protecting brand products, and systematic presence of IRIB in the social media can be named.
کلیدواژهها English
