بررسي تاثير استراتژي توسعه نام تجاري بر جايگاه ذهني شركت هاي خدماتي (مطالعه موردي بانك و شركت هاي خدماتي تابعه با نام تجاري پاسارگاد در شهر تهران)

Impact Study of Trade Name Development on Service Companies Mental Position: Case study, Pasargad Banks and its Pasargad Trade Name Subsidiaries Service Companies in Tehran

This research is done aiming study of affecting trade name development strategy on customersʹ mental position of service companies in Pasargad Bank and its subsidiaries using trade name of Pasargad like Pasargad Insurance Company, Pasargad International Company, Pasargad Electronic service Company and Pasargad Bank Broker company in Tehran. The research method is correlation and the random volume of sample has been 270 of the said companiesʹ customers. The most important h gained result is the use of trade name strategy development that is the use of a trade name that offer a service heading new services introduction causes effect on mental position of that trade name in the mind of customer, so if suitability exists between offered services of the company i.e. the kind and span of services occurs in one similar level, and realized quality from services to be satisfying the customers, the trade name on the customer mind will be developed, because the customers will perceive an attitude in their mind from a trade name , if they satisfy the services. The positive mind perspective will cause customer persuasion for repetitive use of that offered service or new services and othersʹ persuasion to use these services.