To Evaluate Changeability of Brand to Brand Association for Goods by Using Fuzzy Expert System Based on Consumers Perceptions of Value of Goods

For most of the companies, it is vital to change their “brand” to “brand association”, because in this situation most of the consumers advertise the products of this company and other companies in this range resting below this company and automatically the company became the leader of the market. This is an ideal point for most of the companies, when consumers name their products as a brand and brand labeled on all the similar products. In this situation, the company doesn’t need to advertise for its products (for example, Aspirin, Lee, Xerox, and Kleenex in foreign markets and Sandis, Delester, Rika, Pofak in Iran markets. In this paper, for the first time we tried to evaluate variables and elements which changes to “brand association” by using fuzzy expert system, and finally we specified that which “brand association” variables increases the consumers perceptions of value of products. In this paper, different specifications of products, product using, and distinction of brand in relation to specified purposes, reputation of a brand, counting the brand, and brand advantages in comparison to competitors are input variables and brand changeability to “brand association” is output variable. This paper is operational, since companies can apply effective variables to change their brand to brand association.

Brand association, consumer’s perception, value, branding, fuzzy expert system