Abstract
Home-based businesses play a major role in economic development of countries, but because of their small sizes and limited budget encounters with threats such as dealing with great. The majority of these businesses were destroyed in the first 5 years and the most important factor is the competition and low sale. Brand is the only thing that will keep the business operation for long time and gives them a competitive advantage and this study which has been performed qualitatively, grounded theory, and by multiple cases, the model has been presented for branding model for home-based businesses by the study of reputable and brand items in the food industry. This model has 5 main components of brand value, emotional performance of brand, brand marketing plans, brand positioning and brand evaluation and 17 indicator and sub-components. After the performed surveys among 17 sub-components and indicator the factor of capabilities and competence of owner-manager, viral marketing, positioning based on product advantage has the greatest role in business reputation and its branding, respectively.
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Ekhlassi, A., Fazli, F., Alinaghian, E. (2017). Marketing and Branding for Iranian Home-Based Businesses. In: Rezaei, S., Dana, LP., Ramadani, V. (eds) Iranian Entrepreneurship. Springer, Cham. https://doi.org/10.1007/978-3-319-50639-5_21
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