Nowadays, the issue of "globalization" is entering to all areas in the world. In addition to products and companies, cities and countries also have the opportunity to see themselves as important actors in international arena. Places define their positions in different fields like business, leisure and recreation, educational opportunities, living, etc. This paper presents an empirical study to introduce city branding as one of the solutions to join globalization process. The method of this research is based on the "descriptive-analytic" and utilize the available literature and experts' opinions to prioritize the influencing factors of city branding. We use Delphi consensus methods and technique of analytical hierarchy process to evaluate the factors. Finally, the results of the study indicate that security, transportation and mental creativity are the weakest fields and business and shopping facilities are strong fields of city branding in metropolitan of Tehran.

Fulfillment of the promises or brand promise plays essential role for the success of organizations. This paper presents an empirical investigation to evaluate the rate of management's interest and personnel's motivation in an Iranian firm named TAM Iran Khodro. The study reviews its relationship with fulfillment of corporative promises for customers. The study selects a sample of 206 employees of TAM Iran Khodro Company including managers and employees. Questionnaire is a tool for gathering information designed by the researchers. With respect to primary sample group including 40 participants, Cronbach's Alpha coefficient was calculated as 0.905 for reliability value of this questionnaire, which validates the questionnaire. Spearman's correlation coefficient and multiple regressions have been adopted to test different hypotheses. Research findings indicate that management's tendency and personnel's motivation were positively and significantly associated with fulfillment of corporative promises to customers (Brand Promise) with correlation coefficient 0.427.

Understanding customers' behavior normally helps planning better marketing strategies, which could lead to an increase in market share and profitability. Loyal customers are always considered as the most important assets for any firm. This paper presents a survey to detect factors influencing the formation of loyal customers' mental image. The proposed study uses factor analysis to determine these factors by designing a questionnaire and distributing among some loyal customers who do banking business in Bank Melli Iran located in city of Tehran, Iran. The results indicate that there were eight important factors influencing customer loyalty including social status, business identity, brand strength, the contract role, organizational benefit, consumer rights, organizational image and supporting power.

This paper presents an empirical investigation to study the effects of advertisement on brand equity. The study has accomplished on two well-known brands in mobile providers in city of Tehran, Iran. The study uses Aaker's model to examine the effects of advertisement on various factors such as brand awareness, quality perception, brand loyalty and brand associate. The study also investigates the effects of brand awareness, quality perception and brand associate on brand loyalty. The results of our survey have concluded that advertisement could influence on some of the components of brand equity, significantly. For the first case study of this survey, Irancell, advertisement influences on brand awareness, brand quality and brand associate, significantly. In addition, brand awareness and brand loyalty also influence on brand quality and brand equity, positively. For the second case study of this survey, Mobile Telecommunication Company of Iran, the effects of advertisement on brand equity, brand awareness and brand associate have been confirmed. Moreover, brand awareness and brand quality influence on brand loyalty, positively. In addition, brand loyalty influences positively on brand equity.

In this research, we have tried to analyze the brand-making process of Tam Iran Khodro Company from the viewpoint of the employees who are the most important factor in the brand-making of a company. The purpose of this research is to know whether such companies not directly connected with the final customers will try to be changed into a valid brand from a mere trade name. Also, another purpose of this stage is to provide a general and up-to-date picture of internal company-based perceptions of the brand, so that the process will be started based on the business realities. This research was carried out by holding the training courses for all employees in regards to the upcoming challenges at the time of entering the brand-making management and distributing questionnaires which are the most important instruments of this research. The present research is a field study research from the viewpoint of the manner of gathering information, a survey study research from the viewpoint of the manner of performance, and developmental & applied research from the viewpoint of the purpose. The statistical universe of this research consists of personnel of Tam Iran Khodro Company including managers and employees who are a total of 450 persons and 126 persons out of which were selected accidentally as the final sample. The instrument for gathering information is a questionnaire designated by the researchers. Cronbach's alpha coefficient of this questionnaire was calculated at 0.838 considering 15 persons as the initial sample and since this digit is more than 0.7, its reliability is proved. Student’s t-tests & Friedman test were used to test the hypotheses. The results indicate that the Tam Iran Khodro brand has no favorable conditions. Finally, occupational stability, promises of Tam Iran Khodro Company to the customers, motivation of the employees, and its role in the improvement of Tam Iran Khodro Brand and capabilities of Tam Iran Khodro Brand, respectively, were determined as effective factors for Tam Iran Khodro Brand from the viewpoint of the employees.