AN EXTENDED NATION BRAND MODEL FOR IRAN BASED ON QUALITATIVE RESEARCH APPROACH

Abstract

Nowadays, the importance of understanding and benefiting from the nation brand is an undeniable issue given the intense competition between countries in various fields. Thus, it is essential to use the attitudes and views of specialists and managers to identify various factors affecting nation brand complexity. The present study aims to answer the research questions about the nation brand using qualitative thematic analysis methods. Therefore, the in-depth interview method has been used with experts about factors affecting nation branding in Iran. The data has been investigated by NVIVO-8 software which shows that the seven organizing themes are included Economy, Government and Governance, Tourism, Geography and Environment, Society, Science and Technology and finally Culture and Civilization. These themes have been identified through 43 basic themes of the experts about nation brand, which have been determined through the investigation. In the final step of this research, a thematic network of factors and their relation with each other have been presented which influence on nation brand of Iran.