Identifying and Analyzing the Identity Indicators of Active Brands in the Field of Islamic Arts

Abstract

Context and purpose: Brand identity is one of the important elements of the marketers' toolbox in order to capture the minds of the target audience and remain in the mind and consciousness of the market. Brands active in the field of Islamic art, by using Islamic teachings in creating brand identity in a world with a growing population of Muslim consumers, can realize their ideal and mission in the field of excellence with the greatest effectiveness; Therefore, the current research was conducted with the aim of analyzing the nature and identity structure of active brands in the field of Islamic arts.

Method: The present mixed qualitative/quantitative research based on the interpretive paradigm with scientometrics of related research indexed in scientific databases in a qualitative step with a comprehensive review of the research literature to identify indicators and sub-indices of brand identity in art and in a quantitative step of Through the Delphi technique, it has provided a suitable ruler and scale in the field of identity of brands active in Islamic art.

Findings: Scientometric analysis and in-depth review of scientific documents led to the identification of basic and organizing themes that are in the form of comprehensive themes of brand identity in the form of works of art, artist, symbol and art business, according to the consensus and approval of experts in this field. has arrived

Conclusion: Creating a brand identity for brands active in the field of Islamic arts, whether in the form of a Muslim artist, an Islamic work of art, a symbol and an Islamic art business, requires a comprehensive view that includes mental and visual imagery, ideals and visions, and religious values. In addition to strengthening the material and spiritual capital, it is possible to present Islamic art in the world markets to audiences from all over the world in the best way and in the dynamic conditions of competition between brands, occupy the first steps of the audience's mental ladder.