The ceramic and tile industry is a very ancient industry with a long history in Iran. Significant investments have been made since the 1970s, accompanied by the issuance of construction and production licenses for ceramic companies, along with the provision of long-term low-interest loans. The entry of high-cost countries such as India and Turkey into the ceramic industry poses a new and challenging threat to domestic producers, creating a competitive environment for manufacturers and traders in Iran’s ceramic industry. Iran ranks as the fourth largest producer-consumer and the fifth largest global exporter in this industry, which has become one of Iran’s strategic non-oil sectors, comprising 10 major non-oil commodities and contributing significantly to the country’s export basket.
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If Iran becomes a member of the World Trade Organization, the situation for Iranian ceramic and tile manufacturing companies will face serious competition from strong and well-known competitors from countries such as Turkey, India, China, Spain, and Italy. Each of these countries has comparative advantages in the production of these products, and some of them possess global brands. This competitive environment will pose significant challenges for Iranian companies both domestically and in international markets.
Based on recent studies, the two strategies of expanding brand recognition and joint branding have shown the most application in enhancing brand power. Due to the unique nature of Iran’s ceramic and tile industry, which is emphasized both in terms of consumer behavior and industrial aspects with key economic indicators, there is a critical need to establish a framework to achieve successful branding in this industry. It appears that this topic has received insufficient attention in marketing research thus far.
Maximizing Research
Based on recent studies, various terms have been defined for marketing in terms of their specific application. Branding is recognized as the purposeful and systematic effort to establish awareness, reputation, and preference for a product or service in the minds of consumers. According to Daniel Heilbron (2013), the following definitions are noted for brand management:
Brand Identity: Brand management includes efforts to create a distinctive identity through differentiation, integration, and leveraging in the marketplace.
Brand Image Building: Building brand identity involves developing associations and perceptions among consumers to establish brand loyalty and increase market share.
Brand Positioning and Differentiation: Brand positioning involves defining a unique selling proposition and establishing a differential advantage in the minds of consumers. Effective brand positioning identifies the key attributes that differentiate the brand from competitors and sustain customer loyalty.
Brand Equity Management: Brand equity management involves managing the overall value of the brand through strategic marketing activities and continuous investment in brand-building efforts.
Brand Architecture: Brand architecture refers to how brands within a company’s portfolio are related to, and differentiated from, one another. Effective brand architecture ensures that each brand plays a distinct role and contributes effectively to the overall brand portfolio strategy.
Amin Trading Group, importer of ceramic and tile raw materials and industrial components
