Feasibility of Implementation of Strategic Management on Brand Identity of Sepah Bank

The present study aimed to investigate feasibility of brand strategic management on brand identity dimensions (A study of the brand of Sepah Bank). To do this, by referring to the studies and adjusted model of brand strategies, dimensions and components of brand identity are identified and based on these variables, a 25-item questionnaire is designed and its validity is supported by faculty member of management and economy department. The study population is the customers using Sepah bank services. The sample size is 384 based on Morgan Table and the samples are selected randomly. To test the hypotheses of this development study, structural equations modeling is applied. The results show the support of all the study hypotheses and the high impact of bran reputation on creating a good image of brand (applied software LISREL 8.54)