Nowadays, the brand personality is core and closest variable in customers’ decision making. Branding in the food industry of Iran is emerging phenomenon. This paper aims to investigate the effective factors on brand regardingthe target population of 150 customers ofPackard industrial breadfactory in the city of Tabriz who are selected through available sampling method. In this paper, using factor analysis and combinatory approach (AHP-TOPSIS)in SPSS and EXCEL, a framework proposed in order to analyze the similarities and differences among consumers’ point of views about the effective factors on brand. Findings show that, management and customers’ political tendencies are the most effective andthe least effective factors in the power of brand respectively.
