{"id":16179,"date":"2015-06-07T17:19:23","date_gmt":"2015-06-07T17:19:23","guid":{"rendered":"https:\/\/www.sisinternational.com\/?p=16179"},"modified":"2026-01-26T17:44:52","modified_gmt":"2026-01-26T22:44:52","slug":"%d8%a5%d8%af%d8%a7%d8%b1%d8%a9-%d8%a7%d9%84%d8%b9%d9%84%d8%a7%d9%85%d8%a7%d8%aa-%d8%a7%d9%84%d8%aa%d8%ac%d8%a7%d8%b1%d9%8a%d8%a9-%d9%81%d9%8a-%d8%a7%d8%aa%d8%ac%d8%a7%d9%87%d8%a7%d8%aa-%d9%88%d9%82","status":"publish","type":"post","link":"https:\/\/www.sisinternational.com\/ar\/%d8%a5%d8%af%d8%a7%d8%b1%d8%a9-%d8%a7%d9%84%d8%b9%d9%84%d8%a7%d9%85%d8%a7%d8%aa-%d8%a7%d9%84%d8%aa%d8%ac%d8%a7%d8%b1%d9%8a%d8%a9-%d9%81%d9%8a-%d8%a7%d8%aa%d8%ac%d8%a7%d9%87%d8%a7%d8%aa-%d9%88%d9%82\/","title":{"rendered":"\u0628\u062d\u0648\u062b \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629"},"content":{"rendered":"<figure class=\"gb-block-image gb-block-image-0fce53c2\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-0fce53c2\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Branding-3.jpg\" alt=\"SIS \u0623\u0628\u062d\u0627\u062b \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u062f\u0648\u0644\u064a\u0629 \u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629\" title=\"Branding (3)\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Branding-3.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Branding-3-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Branding-3-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Branding-3-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/09\/Branding-3-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">&nbsp;<\/h2>\n\n\n\n<h5 class=\"wp-block-heading\">\u0634\u0647\u062f\u0646\u0627 \u062e\u0644\u0627\u0644 \u0627\u0644\u0639\u0642\u062f \u0627\u0644\u0645\u0627\u0636\u064a \u062a\u063a\u064a\u0631\u0627\u062a \u062c\u0630\u0631\u064a\u0629 \u0641\u064a \u0639\u0627\u0644\u0645\u0646\u0627 \u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0627 \u0648\u0627\u0642\u062a\u0635\u0627\u062f\u064a\u0627 \u0648\u0633\u064a\u0627\u0633\u064a\u0627. \u0645\u0646\u0630 \u0623\u0648\u0627\u0626\u0644 \u0627\u0644\u062a\u0633\u0639\u064a\u0646\u0627\u062a\u060c \u0634\u0647\u062f\u0646\u0627 \u0632\u0648\u0627\u0644 \u0627\u0644\u0634\u064a\u0648\u0639\u064a\u0629 \u0648\u0646\u0645\u0648 \u0627\u0644\u0639\u0648\u0644\u0645\u0629. \u0644\u0642\u062f \u0634\u0647\u062f\u0646\u0627 \u0623\u064a\u0636\u064b\u0627 \u0625\u0639\u0627\u062f\u0629 \u0647\u0646\u062f\u0633\u0629 \u0643\u0628\u0631\u0649 \u0644\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0643\u0628\u064a\u0631\u0629 \u0648\u0627\u0644\u062a\u0637\u0648\u0631 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\u0627\u062a\u062e\u0627\u0630 \u0645\u0646\u0638\u0648\u0631 &quot;\u0645\u0646 \u0627\u0644\u062f\u0627\u062e\u0644 \u0625\u0644\u0649 \u0627\u0644\u062e\u0627\u0631\u062c&quot; \u0641\u064a \u0639\u0645\u0644\u064a\u0629 \u0648\u0623\u0646\u0638\u0645\u0629 \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0627\u0644\u062e\u0627\u0635\u0629 \u0628\u0647\u0627.<\/li>\n\n\n\n<li>\u0625\u0646 \u062a\u0643\u0627\u0645\u0644 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0628\u064a\u0626\u064a\u0629 \u064a\u0645\u0643\u0651\u0646 \u0642\u0627\u062f\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0645\u0646 \u062a\u062d\u062f\u064a\u062f \u062f\u0631\u062c\u0629 \u0627\u0644\u062a\u062d\u0643\u0645 \u0644\u062f\u064a\u0647\u0645 \u0641\u064a \u0648\u0636\u0639 \u0639\u0644\u0627\u0645\u0627\u062a\u0647\u0645 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0641\u064a \u0646\u0645\u0627\u0630\u062c\u0647\u0645 \u062b\u0644\u0627\u062b\u064a\u0629 \u0627\u0644\u0623\u0628\u0639\u0627\u062f.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">\u0627\u0644\u0627\u062a\u062c\u0627\u0647 #3: \u062a\u0648\u0633\u064a\u0639 \u0639\u0645\u0644\u064a\u0627\u062a \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0648\u062a\u0646\u0638\u064a\u0645\u0647\u0627 \u0625\u0644\u0649 \u0627\u0644\u0645\u0633\u062a\u0648\u064a\u0627\u062a \u0627\u0644\u0639\u0627\u0644\u0645\u064a\u0629 \u0648\u0627\u0644\u0625\u0642\u0644\u064a\u0645\u064a\u0629 \u0648\u0627\u0644\u0645\u062d\u0644\u064a\u0629<\/h2>\n\n\n\n<h5 class=\"wp-block-heading\">\u0648\u0645\u0639 \u0639\u0648\u0644\u0645\u0629 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0641\u064a \u0627\u0644\u0639\u0642\u062f \u0627\u0644\u0645\u0627\u0636\u064a\u060c \u0646\u0638\u0645\u062a \u0627\u0644\u0639\u062f\u064a\u062f \u0645\u0646 \u0645\u0646\u0638\u0645\u0627\u062a \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0646\u0641\u0633\u0647\u0627 \u0639\u0644\u0649 \u0623\u0633\u0627\u0633 \u0639\u0627\u0644\u0645\u064a \u0648\u0625\u0642\u0644\u064a\u0645\u064a \u0648\u0645\u062d\u0644\u064a. \u0623\u0634\u0627\u0631 \u0627\u0644\u0639\u062f\u064a\u062f \u0645\u0646 \u0642\u0627\u062f\u0629 \u0627\u0644\u0631\u0623\u064a \u0648\u0627\u0644\u0645\u0645\u0627\u0631\u0633\u064a\u0646 \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u064a\u0646 \u0627\u0644\u0630\u064a\u0646 \u0634\u0645\u0644\u0647\u0645 \u0627\u0644\u0627\u0633\u062a\u0637\u0644\u0627\u0639 \u0625\u0644\u0649 \u0623\u0646 \u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0627\u0644\u0639\u0627\u0644\u0645\u064a\u0629 \u062a\u062a\u0645\u062a\u0639 \u0628\u0645\u0648\u0642\u0639 \u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a \u0645\u0639 \u0635\u0648\u0631 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u064a \u064a\u0645\u0643\u0646 \u0623\u0646 \u062a\u062e\u0644\u0642 \u0627\u0644\u0637\u0644\u0628 \u0639\u0628\u0631 \u0627\u0644\u062b\u0642\u0627\u0641\u0627\u062a. \u0648\u0645\u0646 \u0646\u0627\u062d\u064a\u0629 \u0623\u062e\u0631\u0649\u060c \u064a\u062a\u0645 \u0648\u0636\u0639 \u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0627\u0644\u0645\u062d\u0644\u064a\u0629 \u0639\u0645\u0648\u0645\u064b\u0627 \u0628\u0634\u0643\u0644 \u0645\u0628\u0627\u0634\u0631 \u0641\u064a \u0645\u0648\u0627\u062c\u0647\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0627\u0644\u0645\u0646\u0627\u0641\u0633\u0629 \u0645\u0646 \u062d\u064a\u062b \u0633\u0645\u0627\u062a \u0627\u0644\u0645\u0646\u062a\u062c.<\/h5>\n\n\n\n<p>Most of the interviewed brand management executives indicated that Global and Regional Vice Presidents of Marketing develop the brand strategy and planning. However, there is wide variation between firms with regard to the <a href=\"https:\/\/www.sisinternational.com\/ar\/packagings-role-in-brand-trust-why-your-box-matters-more-than-you-think\/\" title=\"Packaging&#8217;s Role in Brand Trust: Why Your Box Matters More Than You Think\"  data-wpil-monitor-id=\"1486\">role and authority of local brand<\/a> management. Depending on the culture of the firm and the types of products, local brand management can have a significant degree of decision-making and control over budgets. Overall, our findings indicate the following trends:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u0627\u0644\u0625\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a\u0629 \u0648\u0627\u0644\u062a\u062e\u0637\u064a\u0637 - \u064a\u062a\u0645 \u0627\u0644\u062a\u062d\u0643\u0645 \u0641\u064a\u0647\u0645\u0627 \u0628\u0634\u0643\u0644 \u0623\u0633\u0627\u0633\u064a \u0639\u0644\u0649 \u0627\u0644\u0645\u0633\u062a\u0648\u064a\u064a\u0646 \u0627\u0644\u0639\u0627\u0644\u0645\u064a \u0648\u0627\u0644\u0625\u0642\u0644\u064a\u0645\u064a<\/li>\n\n\n\n<li>\u0627\u0644\u062a\u0646\u0641\u064a\u0630 \u2013 \u064a\u062a\u0645 \u0627\u0644\u062a\u062d\u0643\u0645 \u0641\u064a\u0647 \u0628\u0634\u0643\u0644 \u0623\u0633\u0627\u0633\u064a \u0639\u0644\u0649 \u0627\u0644\u0645\u0633\u062a\u0648\u064a\u064a\u0646 \u0627\u0644\u0625\u0642\u0644\u064a\u0645\u064a \u0648\u0627\u0644\u0645\u062d\u0644\u064a<\/li>\n\n\n\n<li>\u0627\u0644\u062a\u0642\u064a\u064a\u0645 \u2013 \u064a\u062a\u0645 \u0625\u062c\u0631\u0627\u0624\u0647 \u0639\u0644\u0649 \u062c\u0645\u064a\u0639 \u0627\u0644\u0645\u0633\u062a\u0648\u064a\u0627\u062a\u061b \u064a\u062a\u0645 \u062a\u0648\u062d\u064a\u062f \u0645\u0639\u0638\u0645 \u0627\u0644\u0623\u062f\u0648\u0627\u062a \u0648\u0627\u0644\u062a\u062f\u0627\u0628\u064a\u0631<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">\u0627\u0644\u0627\u062a\u062c\u0627\u0647 #4: \u062a\u0642\u0644\u064a\u0644 \u0627\u0644\u0627\u0639\u062a\u0645\u0627\u062f \u0639\u0644\u0649 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0645\u0634\u062a\u0631\u0643\u0629 \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a\u0629 \u0644\u062a\u062a\u0628\u0639 \u0623\u062f\u0627\u0621 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0648\u062a\u0637\u0648\u064a\u0631 \u0623\u0646\u0638\u0645\u0629 \u062a\u062a\u0628\u0639 \u0645\u062e\u0635\u0635\u0629<\/h2>\n\n\n\n<h5 class=\"wp-block-heading\">\u062a\u0634\u064a\u0631 \u0627\u0644\u0645\u0642\u0627\u0628\u0644\u0627\u062a \u0627\u0644\u062a\u064a \u0623\u062c\u0631\u064a\u0646\u0627\u0647\u0627 \u0645\u0639 \u0642\u0627\u062f\u0629 \u0627\u0644\u0631\u0623\u064a \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u064a\u0646 \u0648\u0645\u0645\u0627\u0631\u0633\u064a \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0625\u0644\u0649 \u0623\u0646\u0647 \u0639\u0644\u0649 \u0627\u0644\u0631\u063a\u0645 \u0645\u0646 \u0623\u0646\u0647\u0645 \u0645\u0627 \u0632\u0627\u0644\u0648\u0627 \u0642\u0627\u062f\u0631\u064a\u0646 \u0639\u0644\u0649 \u0627\u0644\u0627\u0634\u062a\u0631\u0627\u0643 \u0641\u064a \u0645\u0635\u0627\u062f\u0631 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0645\u0634\u062a\u0631\u0643\u0629 \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a\u0629 (\u0639\u0644\u0649 \u0633\u0628\u064a\u0644 \u0627\u0644\u0645\u062b\u0627\u0644\u060c \u0631\u0636\u0627 \u0627\u0644\u0639\u0645\u0644\u0627\u0621\u060c \u0648\u0627\u0644\u0648\u0644\u0627\u0621 \u0644\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629\u060c \u0648\u0627\u0644\u062d\u0635\u0629 \u0627\u0644\u0633\u0648\u0642\u064a\u0629 \u0644\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629\u060c \u0648\u0646\u0642\u0627\u0637 \u0627\u0644\u0633\u0639\u0631\u060c \u0648\u0645\u0627 \u0625\u0644\u0649 \u0630\u0644\u0643)\u060c \u0641\u0625\u0646 \u0627\u0644\u0639\u062f\u064a\u062f \u0645\u0646 \u0643\u0628\u0627\u0631 \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0642\u0627\u0645\u062a \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0625\u0645\u0627 \u0628\u062a\u0639\u0632\u064a\u0632 \u0647\u0630\u0647 \u0627\u0644\u0623\u0646\u0638\u0645\u0629 \u0623\u0648 \u062a\u0637\u0648\u064a\u0631 \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0627\u0644\u062e\u0627\u0635\u0629 \u0628\u0647\u0627 \u0648\u0623\u0646\u0638\u0645\u0629 \u062a\u062a\u0628\u0639 \u062d\u0642\u0648\u0642 \u0627\u0644\u0645\u0644\u0643\u064a\u0629 \u0627\u0644\u062e\u0627\u0635\u0629 \u0628\u0647\u0627 \u0648\u0627\u0644\u062a\u064a \u062a\u0645\u0643\u0646\u0647\u0627 \u0645\u0646 \u062a\u062d\u062f\u064a\u062f \u0645\u0627 \u064a\u0644\u064a:<\/h5>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u0628\u0631\u0627\u0645\u062c \u062a\u0634\u063a\u064a\u0644 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629<\/li>\n\n\n\n<li>\u0627\u0644\u0639\u0627\u0626\u062f \u0639\u0644\u0649 \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0641\u064a \u0623\u0633\u0647\u0645 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629<\/li>\n\n\n\n<li>\u062a\u062d\u062f\u064a\u062f \u0627\u0644\u0645\u0648\u0627\u0642\u0639 \u0627\u0644\u0645\u062d\u0644\u064a\u0629 \u0648\u0627\u0644\u0625\u0642\u0644\u064a\u0645\u064a\u0629 \u0648\u0627\u0644\u0639\u0627\u0644\u0645\u064a\u0629<\/li>\n\n\n\n<li>\u0642\u064a\u0645\u0629 \u0627\u0644\u062a\u0633\u0639\u064a\u0631<\/li>\n\n\n\n<li>\u0627\u0645\u062a\u062f\u0627\u062f\u0627\u062a \u0627\u0644\u062e\u0637<\/li>\n<\/ul>\n\n\n\n<p>These customized brand-tracking systems often integrate quantitative tracking data with qualitative environmental and competitive information to produce an effective decision support tool for brand management. The following are some of the types of information that are integrated into these customized systems:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0643\u0645\u064a\u0629:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u062d\u0635\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0641\u064a \u0627\u0644\u0633\u0648\u0642<\/li>\n\n\n\n<li>\u0646\u0642\u0627\u0637 \u0633\u0639\u0631 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629<\/li>\n\n\n\n<li>\u0625\u064a\u0631\u0627\u062f\u0627\u062a \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">\u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0646\u0648\u0639\u064a\u0629:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u062a\u0646\u0627\u0641\u0633\u064a\u0629<\/li>\n\n\n\n<li>\u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0628\u064a\u0626\u064a\u0629<\/li>\n\n\n\n<li>\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0645\u0648\u0632\u0639<\/li>\n<\/ul>\n\n\n\n<p>\u0648\u0627\u0644\u0646\u062a\u064a\u062c\u0629 \u0627\u0644\u0646\u0647\u0627\u0626\u064a\u0629 \u0647\u064a \u0623\u0646 \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u064a\u0645\u0643\u0646\u0647\u0627 \u062a\u0637\u0648\u064a\u0631 \u0645\u0624\u0634\u0631 \u0623\u0633\u0647\u0645 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0648\u062a\u062d\u0644\u064a\u0644 \u0645\u062d\u0631\u0643 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0628\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0623\u0643\u062b\u0631 \u0627\u0643\u062a\u0645\u0627\u0644\u0627\u064b. \u0648\u0623\u0634\u0627\u0631 \u0628\u062d\u062b\u0646\u0627 \u0623\u064a\u0636\u064b\u0627 \u0625\u0644\u0649 \u0623\u0646 \u0647\u0630\u0647 \u0627\u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u063a\u0627\u0644\u0628\u064b\u0627 \u0645\u0627 \u062a\u062a\u0645 \u0645\u0634\u0627\u0631\u0643\u062a\u0647\u0627 \u0639\u0628\u0631 \u0627\u0644\u0645\u0624\u0633\u0633\u0629 \u0641\u064a \u0645\u062c\u0627\u0644\u0627\u062a \u0648\u0638\u064a\u0641\u064a\u0629 \u0623\u062e\u0631\u0649\u060c \u0645\u062b\u0644 \u0627\u0644\u062a\u0645\u0648\u064a\u0644 \u0648\u062a\u0637\u0648\u064a\u0631 \u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0648\u0627\u0644\u0647\u0646\u062f\u0633\u0629 \u0648\u0627\u0644\u062a\u0635\u0646\u064a\u0639 \u0648\u0627\u0644\u062a\u0633\u0648\u064a\u0642 \u0648\u0627\u0644\u062a\u062e\u0637\u064a\u0637 \u0627\u0644\u0642\u0627\u0646\u0648\u0646\u064a \u0648\u0627\u0644\u0627\u0633\u062a\u0631\u0627\u062a\u064a\u062c\u064a.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u0627\u0644\u0627\u062a\u062c\u0627\u0647 #5: \u0638\u0647\u0648\u0631 \u0627\u0644\u0645\u062f\u064a\u0631 \u0627\u0644\u062a\u0646\u0641\u064a\u0630\u064a \u0644\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0648\u0627\u0644\u0627\u0631\u062a\u0642\u0627\u0621 \u0628\u0648\u0638\u064a\u0641\u0629 \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0641\u064a \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0645\u0648\u062c\u0647\u0629 \u0646\u062d\u0648 \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629<\/h2>\n\n\n\n<h5 class=\"wp-block-heading\">\u0623\u0634\u0627\u0631 \u0628\u062d\u062b\u0646\u0627 \u0625\u0644\u0649 \u0623\u0646 \u0647\u0646\u0627\u0643 \u0627\u062a\u062c\u0627\u0647\u0627\u064b \u0646\u062d\u0648 \u0645\u0646\u0635\u0628 \u062a\u0646\u0641\u064a\u0630\u064a \u0639\u0644\u0649 \u0645\u0633\u062a\u0648\u0649 \u0627\u0644\u0634\u0631\u0643\u0629 \u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0641\u064a \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644. \u0648\u0648\u0641\u0642\u0627\u064b \u0644\u0644\u0645\u0642\u0627\u0628\u0644\u0627\u062a \u0627\u0644\u062a\u064a \u0623\u062c\u0631\u064a\u062a \u0645\u0639 \u0627\u0644\u0645\u062f\u064a\u0631\u064a\u0646 \u0627\u0644\u062a\u0646\u0641\u064a\u0630\u064a\u064a\u0646 \u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0641\u064a \u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u0635\u0646\u064a\u0639 \u0627\u0644\u0631\u0627\u0626\u062f\u0629\u060c \u0641\u0645\u0646 \u0627\u0644\u0645\u062a\u0648\u0642\u0639 \u0623\u0646 \u062a\u0632\u064a\u062f \u0645\u0633\u0624\u0648\u0644\u064a\u0629 \u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0627\u0644\u0639\u0627\u0644\u0645\u064a\u0629 \u0641\u064a \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644.<\/h5>\n\n\n\n<p>In addition, our research indicates that the degree of centralization or decentralization of <a href=\"https:\/\/www.sisinternational.com\/ar\/%d9%85%d8%b1%d8%a7%d8%ac%d8%b9%d8%a9-%d9%83%d8%aa%d8%a7%d8%a8-%d8%b1%d9%85%d8%b2-%d8%a7%d9%84%d8%ab%d9%82%d8%a7%d9%81%d8%a9\/\" title=\"\u0645\u0631\u0627\u062c\u0639\u0629 \u0643\u062a\u0627\u0628: &quot;\u0634\u0641\u0631\u0629 \u0627\u0644\u062b\u0642\u0627\u0641\u0629&quot;\"  data-wpil-monitor-id=\"4425\">brand management<\/a> in a firm depends on the culture of the firm and the types of products. The extent of local branding is also a function of the firm\u2019s products and the structure of its brand management organization.<\/p>\n\n\n\n<p>Overall, most opinion leaders and brand management and marketing executives indicate a trend toward a corporate-level executive in brand management in the next few years, where it has not already happened.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u0627\u0644\u0627\u0633\u062a\u0646\u062a\u0627\u062c\u0627\u062a<\/h2>\n\n\n\n<h5 class=\"wp-block-heading\">Overall, brand management has evolved from \u201cproduct-centric\u201d to \u201cconsumer-centric\u201d in the 21st century. Our research indicated that there are considerable differences between firms in terms of their brand management organizational structure and management, and their use of brand management paradigms and models.<\/h5>\n\n\n\n<p>\u0627\u0644 <a href=\"https:\/\/www.sisinternational.com\/ar\/%d9%85%d8%b1%d8%a7%d9%82%d8%a8%d8%a9-%d8%a7%d9%84%d8%b9%d9%84%d8%a7%d9%85%d8%a9-%d8%a7%d9%84%d8%aa%d8%ac%d8%a7%d8%b1%d9%8a%d8%a9-%d9%84%d9%84%d8%a5%d8%b7%d8%a7%d8%b1%d8%a7%d8%aa-%d9%84%d9%86%d8%a7\/\" title=\"\u0623\u0628\u062d\u0627\u062b \u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0644\u0644\u0625\u0637\u0627\u0631\u0627\u062a \u0641\u064a \u0627\u0644\u0648\u0644\u0627\u064a\u0627\u062a \u0627\u0644\u0645\u062a\u062d\u062f\u0629 \u0648\u0623\u0644\u0645\u0627\u0646\u064a\u0627 \u0648\u0627\u0644\u0628\u0631\u0627\u0632\u064a\u0644\"  data-wpil-monitor-id=\"6597\">research indicates that brand<\/a> management is becoming more \u201cintelligence-driven\u201d rather than the traditional \u201cproduct-driven\u201d approach. Consumers are seeking more value from brands and, as a result, companies are seeking to employ more sophisticated models to measure brand equity, drivers of brand equity and value, and techniques to measure their return on investment in their brands.<\/p>\n\n\n\n<p>\u0648\u062a\u0633\u062a\u062e\u062f\u0645 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u0645\u0632\u064a\u062f \u0645\u0646 \u0627\u0644\u062a\u0642\u0646\u064a\u0627\u062a \u0627\u0644\u0646\u0641\u0633\u064a\u0629\u060c \u062e\u0627\u0635\u0629 \u0641\u064a \u0627\u0644\u0623\u0633\u0648\u0627\u0642 \u0627\u0644\u0645\u062d\u0644\u064a\u0629. \u064a\u0639\u062a\u0645\u062f \u0642\u0627\u062f\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0627\u0644\u0646\u0627\u062c\u062d\u0629 \u0628\u0634\u0643\u0644 \u0623\u0642\u0644 \u0639\u0644\u0649 \u0628\u064a\u0627\u0646\u0627\u062a\u0647\u0645 \u0627\u0644\u0643\u0645\u064a\u0629 \u0627\u0644\u062a\u0642\u0644\u064a\u062f\u064a\u0629 \u0627\u0644\u0645\u0634\u062a\u0631\u0643\u0629. \u062a\u0642\u0648\u0645 \u0647\u0630\u0647 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0628\u062a\u0637\u0648\u064a\u0631 \u0623\u0646\u0638\u0645\u0629 \u0645\u062e\u0635\u0635\u0629 \u0644\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0627\u0644\u0633\u0648\u0642 \u0648\u062a\u062a\u0628\u0639 \u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629\u060c \u0648\u0627\u0644\u062a\u064a \u064a\u062a\u0645 \u062a\u062e\u0635\u064a\u0635\u0647\u0627 \u0648\u0641\u0642\u064b\u0627 \u0644\u062b\u0642\u0627\u0641\u0629 \u0627\u0644\u0634\u0631\u0643\u0629. \u062a\u0639\u0645\u0644 \u0627\u0644\u0639\u062f\u064a\u062f \u0645\u0646 \u0647\u0630\u0647 \u0627\u0644\u0623\u0646\u0638\u0645\u0629 \u0639\u0644\u0649 \u0632\u064a\u0627\u062f\u0629 \u0627\u0644\u0628\u064a\u0627\u0646\u0627\u062a \u0627\u0644\u0643\u0645\u064a\u0629 \u0628\u0645\u0639\u0644\u0648\u0645\u0627\u062a \u0628\u064a\u0626\u064a\u0629 \u0648\u062a\u0646\u0627\u0641\u0633\u064a\u0629 \u0646\u0648\u0639\u064a\u0629 \u0644\u0625\u0646\u062a\u0627\u062c \u0623\u062f\u0627\u0629 \u062f\u0639\u0645 \u0642\u0631\u0627\u0631 \u0642\u0627\u0628\u0644\u0629 \u0644\u0644\u062a\u0646\u0641\u064a\u0630 \u0644\u0644\u0625\u062f\u0627\u0631\u0629.<\/p>\n\n\n\n<p>\u0648\u0623\u062e\u064a\u0631\u064b\u0627\u060c \u0647\u0646\u0627\u0643 \u0627\u062a\u062c\u0627\u0647 \u0646\u062d\u0648 \u0627\u0644\u0645\u062f\u064a\u0631\u064a\u0646 \u0627\u0644\u062a\u0646\u0641\u064a\u0630\u064a\u064a\u0646 \u0644\u0625\u062f\u0627\u0631\u0629 \u0627\u0644\u0639\u0644\u0627\u0645\u0627\u062a \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0639\u0644\u0649 \u0645\u0633\u062a\u0648\u0649 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0641\u064a \u0627\u0644\u0645\u0633\u062a\u0642\u0628\u0644. \u0648\u062a\u0633\u062a\u0645\u0631 \u0623\u0647\u0645\u064a\u0629 \u0647\u0630\u0627 \u0627\u0644\u0645\u062c\u0627\u0644 \u0627\u0644\u0648\u0638\u064a\u0641\u064a \u0641\u064a \u0627\u0644\u0646\u0645\u0648 \u0645\u0639 \u0627\u0632\u062f\u064a\u0627\u062f \u062a\u0639\u0642\u064a\u062f \u0627\u0644\u0628\u064a\u0626\u0629 \u0627\u0644\u0639\u0627\u0644\u0645\u064a\u0629.<\/p>","protected":false},"excerpt":{"rendered":"<p>\u0627\u0643\u062a\u0634\u0641 \u0645\u0641\u0627\u062a\u064a\u062d \u0646\u062c\u0627\u062d \u0627\u0644\u0639\u0644\u0627\u0645\u0629 \u0627\u0644\u062a\u062c\u0627\u0631\u064a\u0629 \u0641\u064a \u0627\u0644\u0639\u0635\u0631 \u0627\u0644\u0631\u0642\u0645\u064a \u0627\u0644\u064a\u0648\u0645.<\/p>","protected":false},"author":1,"featured_media":69132,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36],"tags":[],"class_list":["post-16179","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50"],"_links":{"self":[{"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/posts\/16179","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/comments?post=16179"}],"version-history":[{"count":8,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/posts\/16179\/revisions"}],"predecessor-version":[{"id":80176,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/posts\/16179\/revisions\/80176"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/media\/69132"}],"wp:attachment":[{"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/media?parent=16179"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/categories?post=16179"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sisinternational.com\/ar\/wp-json\/wp\/v2\/tags?post=16179"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}