The Special Value Assessment of Bank’s Brand Name on Basis of CBBE Model (Case Study: Bank Saderat)

This paper is in junction with special value assessment of bank’s brand name on basis of CBBE model. The research questions are : 1)what factors effect on special value brand of bank Saderad on basis of CBBE model? 2) Which factors of CBBE model has more effect on special value brand of bank Saderat? And assumptions of research are formed based on indictors of CBBE model. In this statistical universe study consists of the entire depositors who have opened account since 2006 in branches of bank Saderat in Amol township. Through make use of Korjesi & Morgan table, the quantity of research sample obtained as 384 individuals. The research approach is of type descriptive –measurement in which questionnaire tool was used for collecting data which have judgmental admissibility and since the coefficient of Alpha-Conbakh obtained as 0.949 showed that it has required reliability and distributed among individuals based on simple random sampling. After collecting data from two terms distribution test were used for responding to assumptions and results shows that four indicators of: tendency to pay higher prices, familiarity with brand, organizational relationships and permanency of brand image have effect in determination of special value brand of bank Saderat. The five indicators of customers’ appreciated quality, appreciated quality based on cost, brand uniqueness , awareness form brand name and popularity of brand have not effect in determination of special value brand of bank Saderat. Based on freedman test the priority of indicators are brand image permanency, familiarity with brand, tendency to pay higher price and organizational relationships respectively and at the end of this research for enhancement of effective factors some recommendation have presented.

s Customers’ Appreciated Quality , Appreciated Value based on Cost, Tendency to Pay Higher Price, Familiarity with brand, Brand Uniqueness, Awareness from Brand Name, Brand Popularity, Organizational relationships and Brand Image Permanency.