Abstract

Nowadays the brands play such an important role in marketing that some authorities consider them as a complete product and believe that customers buy that brand rather than the products. Therefore recognizing the effective factors in choosing the brands and investigating the functional benefits of brand makes various studies necessary. This study tries to examine the effects of brand names and logos in Ilam Oil products Distribution Company's performance. This study is a survey one with an empirical structure. The sample consists of the constant customers of Ilam Oil products. According to statistic findings 30 variables have been effective in the role of brand and logos in Oil Company’s performance. The first group of the variables include the brand's functional benefits. The second our is logo's benefits. The third involves the aesthetic appeal of brands while the other goes to brand identification and customer brand commitment.

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