Presenting a Strategic Model for Brand Revitalization of Holding Companies

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Barbari Mohammad; Ahmadi Sharif Mahmoud; Asayesh Farzad

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: JOURNAL OF INTELLIGENT MARKETING MANAGEMENT Year:2026 | Volume:6 | Issue:4 Page(s): 295-314

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Information Journal Paper

Title

Presenting a Strategic Model for Brand Revitalization of Holding Companies

Author(s)

Barbari Mohammad | Ahmadi Sharif Mahmoud | Asayesh Farzad | Issue Writer Certificate

Keywords

Strategic Model

brand revitalization

holding companies

Interpretive Structure

Abstract

Brand, as one of the most valuable assets of companies, plays a decisive role in competitiveness and maintaining market share. However, many brands of holding companies decline over time and lose their competitive power. The present study presents a strategic model for brand revitalization of holding companies based on interpretive structural modeling. This research is exploratory in terms of purpose and qualitative in terms of approach. In this study, 17 experts were interviewed. The snowball method was used to collect information, and then the information extracted from the texts and interviews was categorized and analyzed using thematic analysis. Considering the intended goals, semi-structured interviews and text review based on thematic analysis strategy were used to collect data. Finally, 1 overarching theme, 5 organized themes, and 11 basic themes were classified and 82 primary codes were obtained. The organizing themes included: brand competitive landscape, digital transformation and forward-looking innovations, intelligent customer experience interactions, responsible brand networking, and brand cultural leadership, which were ultimately based on the interpretive structural modeling method. The presented model can help holding company managers design and implement effective strategies for brand regeneration, improve brand investment decisions, and create sustainable competitive advantage. The present study also covers the gap in the literature on brand revitalization in holding companies and clarifies the direction of future research.

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