{"id":773,"date":"2021-07-13T10:33:04","date_gmt":"2021-07-13T06:03:04","guid":{"rendered":"https:\/\/northstarbusiness.ir\/blog\/?p=773"},"modified":"2021-07-13T10:33:08","modified_gmt":"2021-07-13T06:03:08","slug":"%d8%a7%d8%b1%d8%b2%d8%b4-%d9%88%db%8c%da%98%d9%87-%d8%a8%d8%b1%d9%86%d8%af","status":"publish","type":"post","link":"https:\/\/northstarbusiness.ir\/blog\/%d8%a7%d8%b1%d8%b2%d8%b4-%d9%88%db%8c%da%98%d9%87-%d8%a8%d8%b1%d9%86%d8%af\/","title":{"rendered":"\u0627\u0631\u0632\u0634 \u0648\u06cc\u0698\u0647 \u0628\u0631\u0646\u062f"},"content":{"rendered":"\n<p class=\"has-text-align-right\">\u0627\u0631\u0632\u0634 \u0648\u06cc\u0698\u0647 \u0628\u0631\u0646\u062f \u06cc\u0627 Brand Equity \u0627\u0632 \u0646\u0638\u0631 <a href=\"https:\/\/www.prophet.com \u203a author David Aaker: Vice Chairman | Prophet\" target=\"_blank\" rel=\"noreferrer noopener\">\u062f\u06cc\u0648\u06cc\u062f \u0622\u06a9\u0631<\/a>\u060c \u0628\u0647 \u0645\u062c\u0645\u0648\u0639\u0647\u200c\u0627\u06cc \u0627\u0632 \u0627\u0631\u0632\u0634 \u0647\u0627\u06cc \u0630\u0647\u0646\u06cc\u060c \u0627\u062d\u0633\u0627\u0633\u06cc\u060c \u062f\u0627\u0631\u0627\u06cc\u06cc\u200c\u0647\u0627 \u0648 \u062a\u0639\u0647\u062f\u0627\u062a \u0627\u0633\u062a \u06a9\u0647 \u0628\u0627 \u0646\u0627\u0645\u060c \u0639\u0644\u0627\u0645\u062a\u060c \u0633\u0645\u0628\u0644\u060c \u0644\u0648\u06af\u0648 \u06cc\u0627 \u0628\u0631\u0646\u062f \u062f\u0631 \u0630\u0647\u0646 \u0645\u0634\u062a\u0631\u06cc\u0627\u0646 \u0634\u06a9\u0644 \u0645\u06cc \u06af\u06cc\u0631\u062f \u0627\u0631\u0632\u0634 \u0648\u06cc\u0698\u0647 \u0628\u0631\u0646\u062f \u06af\u0648\u06cc\u0646\u062f. \u0628\u0647 \u0627\u06cc\u0646 \u0627\u0631\u0632\u0634 \u0647\u0627 \u06a9\u0647 \u0627\u0631\u0632\u0634 \u0648\u06cc\u0698\u0647 \u0628\u0631\u0646\u062f \u0628\u0631 \u0627\u0633\u0627\u0633 \u0622\u0646\u0647\u0627 \u062f\u0631 \u0630\u0647\u0646\u060c \u06cc\u0627\u062f \u0648 \u0627\u062f\u0631\u0627\u06a9 \u0645\u0634\u062a\u0631\u06cc\u0627\u0646 \u0648 \u062f\u0631 \u062a\u0645\u0627\u0645 \u0637\u0648\u0644 \u0639\u0645\u0631 \u0622\u0646\u0647\u0627\u060c \u0627\u06cc\u062c\u0627\u062f \u0645\u06cc \u06a9\u0646\u062f\u060c \u0627\u0631\u0632\u0634 \u0648\u06cc\u0698\u0647 \u0628\u0631\u0646\u062f \u062a\u0639\u0631\u06cc\u0641 \u0645\u06cc \u0634\u0648\u062f. \u062f\u0631 \u0648\u0627\u0642\u0639 \u0627\u0631\u0632\u0634 \u0648\u06cc\u0698\u0647 \u0628\u0631\u0646\u062f \u0627\u062b\u0631 \u0645\u062a\u0645\u0627\u06cc\u0632 \u0648 \u0645\u062b\u0628\u062a\u06cc \u062e\u0648\u0627\u0647\u062f \u0628\u0648\u062f \u06a9\u0647 \u0628\u0631 \u0627\u062b\u0631 \u0648\u0627\u06a9\u0646\u0634 \u0645\u0635\u0631\u0641 \u06a9\u0646\u0646\u062f\u06af\u0627\u0646 \u0646\u0633\u0628\u062a \u0628\u0647 \u0645\u062d\u0635\u0648\u0644 \u06cc\u0627 \u062e\u062f\u0645\u062a \u06cc\u06a9 \u0634\u0631\u06a9\u062a \u062f\u0627\u0631\u0646\u062f.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/northstarbusiness.ir\/blog\/wp-content\/uploads\/2021\/07\/brand-equity.jpg\" alt=\"\u0627\u0631\u0632\u0634 \u0648\u06cc\u0698\u0647 \u0628\u0631\u0646\u062f Brand Equity\" class=\"wp-image-780\" width=\"596\" height=\"430\" srcset=\"https:\/\/northstarbusiness.ir\/blog\/wp-content\/uploads\/2021\/07\/brand-equity.jpg 814w, https:\/\/northstarbusiness.ir\/blog\/wp-content\/uploads\/2021\/07\/brand-equity-300x217.jpg 300w, https:\/\/northstarbusiness.ir\/blog\/wp-content\/uploads\/2021\/07\/brand-equity-768x555.jpg 768w, https:\/\/northstarbusiness.ir\/blog\/wp-content\/uploads\/2021\/07\/brand-equity-554x400.jpg 554w, https:\/\/northstarbusiness.ir\/blog\/wp-content\/uploads\/2021\/07\/brand-equity-429x310.jpg 429w, https:\/\/northstarbusiness.ir\/blog\/wp-content\/uploads\/2021\/07\/brand-equity-267x193.jpg 267w\" sizes=\"auto, (max-width: 596px) 100vw, 596px\" \/><figcaption>\u0627\u0631\u0632\u0634 \u0648\u06cc\u0698\u0647 \u0628\u0631\u0646\u062f Brand Equity <\/figcaption><\/figure><\/div>\n\n\n\n<h3 class=\"has-text-align-right wp-block-heading\">\u0645\u062f\u0644\u200c\u0647\u0627\u06cc \u0627\u0631\u0632\u0634 \u0648\u06cc\u0698\u0647 \u0628\u0631\u0646\u062f<\/h3>\n\n\n\n<p class=\"has-text-align-right\">\u0645\u0641\u0647\u0648\u0645 \u0627\u0631\u0632\u0634 \u0648\u06cc\u0698\u0647 \u0628\u0631\u0646\u062f \u062a\u0648\u0633\u0637 \u0627\u0633\u0627\u062a\u06cc\u062f \u062d\u0648\u0632\u0647 \u062a\u0628\u0644\u06cc\u063a\u0627\u062a \u0648 <a href=\"https:\/\/northstarbusiness.ir\/blog\/%d8%aa%d8%b9%d8%a7%d8%b1%db%8c%d9%81-%d8%a8%d8%a7%d8%b2%d8%a7%d8%b1%db%8c%d8%a7%d8%a8%db%8c\/\" target=\"_blank\" rel=\"noreferrer noopener\">\u0628\u0627\u0632\u0627\u0631\u06cc\u0627\u0628\u06cc<\/a> \u0627\u0632 \u062f\u0647\u0647 \u06f8\u06f0 \u0645\u06cc\u0644\u0627\u062f\u06cc \u0645\u0648\u0631\u062f \u0627\u0633\u062a\u0641\u0627\u062f\u0647 \u0642\u0631\u0627\u0631 \u06af\u0631\u0641\u062a \u0627\u0645\u0627 \u0627\u06cc\u0646 \u0645\u0641\u0647\u0648\u0645 \u062f\u0631 \u0633\u0627\u0644 \u06f1\u06f9\u06f9\u06f1 \u062a\u0648\u0633\u0637 \u062f\u06cc\u0648\u06cc\u062f \u0622\u06a9\u0631 \u062f\u0631 \u06a9\u062a\u0627\u0628 &#8220;<a href=\"https:\/\/books.google.com\/books\/about\/Managing_Brand_Equity.html?id=r_TSY5sxnO8C&amp;printsec=frontcover&amp;source=kp_read_button\" target=\"_blank\" rel=\"noreferrer noopener\">\u0645\u062f\u06cc\u0631\u06cc\u062a \u0627\u0631\u0632\u0634 \u0648\u06cc\u0698\u0647 \u0628\u0631\u0646\u062f<\/a>&#8221; \u0645\u0639\u0631\u0641\u06cc \u0634\u062f \u0648 \u0628\u0647 \u0647\u0645\u06af\u0627\u0646\u06cc \u0634\u062f\u0646 \u0622\u0646 \u062f\u0627\u0645\u0646 \u0632\u062f. \u0622\u0642\u0627\u06cc \u0622\u06a9\u0631\u060c \u06cc\u06a9\u06cc \u0627\u0632  \u0628\u0647\u062a\u0631\u06cc\u0646 \u0645\u062f\u0644\u200c\u0647\u0627\u06cc \u0627\u0631\u0632\u0634 \u202b\u0648\u06cc\u0698\u0647\u202b \u0628\u0631\u0646\u062f \u0631\u0627 \u062a\u0639\u0631\u06cc\u0641 \u06a9\u0631\u062f. \u0628\u0647 \u06af\u0641\u062a\u0647 \u0622\u06a9\u0631(\u06f1\u06f9\u06f9\u06f1)\u060c \u0627\u06cc\u0646 \u0645\u062f\u0644\u200c\u0647\u0627 \u062f\u0631 \u0642\u0627\u0644\u0628 \u0646\u062d\u0648\u0647 \u0646\u06af\u0631\u0634\u060c \u0627\u062d\u0633\u0627\u0633 \u0648 \u0641\u0639\u0627\u0644\u06cc\u062a\u0647\u0627\u06cc \u0645\u0634\u062a\u0631\u06cc\u0627\u0646 \u062f\u0631 \u0627\u0631\u062a\u0628\u0627\u0637 \u0628\u0627 \u0628\u0631\u0646\u062f \u0627\u0646\u0639\u06a9\u0627\u0633 \u06cc\u0627\u0641\u062a\u0647 \u0648 \u06cc\u0627 \u062f\u0631 \u0642\u06cc\u0645\u062a\u0647\u0627\u060c \u0633\u0647\u0645 \u0628\u0627\u0632\u0627\u0631 \u0648 \u0633\u0648\u062f\u06cc \u06a9\u0647 \u0628\u0631\u0646\u062f \u0628\u0627 \u062e\u0648\u062f \u0628\u0647 \u0627\u0631\u0645\u063a\u0627\u0646 \u0645\u06cc \u0622\u0648\u0631\u062f \u0645\u0646\u0639\u06a9\u0633 \u0634\u0648\u062f. &#8220;\u06a9\u0627\u062a\u0644\u0631 \u0648 \u06a9\u0644\u0631&#8221; (\u06f2\u06f0\u06f0\u06f7)\u060c \u0646\u06cc\u0632 \u0627\u06cc\u0646 \u0627\u0631\u0632\u0634 \u0631\u0627 \u06cc\u06a9 \u062f\u0627\u0631\u0627\u06cc\u06cc \u063a\u06cc\u0631\u0642\u0627\u0628\u0644 \u0644\u0645\u0633 \u0648 \u0628\u0633\u06cc\u0627\u0631 \u0645\u0647\u0645 \u0628\u0631\u0627\u06cc \u0634\u0631\u06a9\u062a\u0647\u0627 \u0627\u0633\u062a \u06a9\u0647 \u0647\u0645 \u0627\u0631\u0632\u0634 \u0645\u0627\u0644\u06cc \u0648 \u0647\u0645 \u0627\u0631\u0632\u0634 \u0631\u0648\u0627\u0646\u0634\u0646\u0627\u062e\u062a\u06cc \u062f\u0627\u0631\u062f. \u0645\u062f\u0644\u200c\u0647\u0627\u06cc \u0627\u0631\u0632\u0634 \u0648\u06cc\u0698\u0647 \u0628\u0631\u0646\u062f \u0628\u0647 \u0634\u0631\u062d \u06f4 \u06af\u0631\u0648\u0647 \u0630\u06cc\u0644 \u0645\u06cc \u0628\u0627\u0634\u062f:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u0645\u062f\u0644 \u0627\u0631\u0632\u06cc\u0627\u0628 \u062f\u0627\u0631\u0627\u06cc\u06cc \u0628\u0631\u0646\u062f (BRAND ASSET VALUATOR)<\/li><li>\u0645\u062f\u0644 BRANDZ<\/li><li>\u0645\u062f\u0644 \u06a9\u0644\u0631 \u06cc\u0627 \u0645\u062f\u0644 \u0647\u0645\u0646\u0648\u0627\u06cc\u06cc \u0628\u0631\u0646\u062f Brand Resonance<\/li><li>\u0645\u062f\u0644 \u0622\u06a9\u0631<\/li><\/ul>\n\n\n\n<p class=\"has-text-align-right\">\u062f\u0631 \u0627\u06cc\u0646\u062c\u0627 \u0645\u0627 \u0628\u0647 \u0645\u0634\u0647\u0648\u0631 \u062a\u0631\u06cc\u0646 \u0648 \u06cc\u06a9\u06cc \u0627\u0632 \u0628\u0647\u062a\u0631\u06cc\u0646 \u0627\u06cc\u0646 \u0645\u062f\u0644\u200c\u0647\u0627 \u0645\u06cc \u067e\u0631\u062f\u0627\u0632\u06cc\u0645.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u0645\u062f\u0644 \u0627\u0631\u0632\u0634 \u0648\u06cc\u0698\u0647 \u0628\u0631\u0646\u062f \u062f\u06cc\u0648\u06cc\u062f \u0622\u06a9\u0631<\/h3>\n\n\n\n<p class=\"has-text-align-right\">\u062f\u06cc\u0648\u06cc\u062f \u0622\u06a9\u0631 \u0627\u0631\u0632\u0634 \u0648\u06cc\u0698\u0647 \u0628\u0631\u0646\u062f \u0631\u0627 \u0627\u06cc\u0646\u0637\u0648\u0631  \u0628\u06cc\u0627\u0646 \u0645\u06cc \u06a9\u0646\u062f:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>\u0622\u06af\u0627\u0647\u06cc \u0627\u0632 \u0628\u0631\u0646\u062f Brand Awareness <\/li><li>\u062a\u062f\u0627\u0639\u06cc\u0627\u062a \u0628\u0631\u0646\u062f Brand Associations<\/li><li>\u06a9\u06cc\u0641\u06cc\u062a \u062f\u0631\u06a9 \u0634\u062f\u0647 Perceived Quality<\/li><li>\u0648\u0641\u0627\u062f\u0627\u0631\u06cc \u0628\u0631\u0646\u062f Brand loyalty <\/li><li>\u0633\u0627\u06cc\u0631 \u0645\u0627\u0644\u06a9\u06cc\u062a \u062f\u0627\u0631\u0627\u06cc\u06cc\u200c\u200c\u0647\u0627\u06cc \u0628\u0631\u0646\u062f Other Proprietary Brand Assets<\/li><\/ol>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/northstarbusiness.ir\/blog\/wp-content\/uploads\/2021\/07\/Screenshot_20210711-111017_WPS-Office-1024x877.jpg\" alt=\"\u0627\u0631\u0632\u0634 \u0648\u06cc\u0698\u0647 \u0628\u0631\u0646\u062f \u0645\u062f\u0644 \u062f\u06cc\u0648\u06cc\u062f \u0622\u06a9\u0631\" class=\"wp-image-778\" width=\"594\" height=\"508\" srcset=\"https:\/\/northstarbusiness.ir\/blog\/wp-content\/uploads\/2021\/07\/Screenshot_20210711-111017_WPS-Office-1024x877.jpg 1024w, https:\/\/northstarbusiness.ir\/blog\/wp-content\/uploads\/2021\/07\/Screenshot_20210711-111017_WPS-Office-300x257.jpg 300w, https:\/\/northstarbusiness.ir\/blog\/wp-content\/uploads\/2021\/07\/Screenshot_20210711-111017_WPS-Office-768x658.jpg 768w, https:\/\/northstarbusiness.ir\/blog\/wp-content\/uploads\/2021\/07\/Screenshot_20210711-111017_WPS-Office-467x400.jpg 467w, https:\/\/northstarbusiness.ir\/blog\/wp-content\/uploads\/2021\/07\/Screenshot_20210711-111017_WPS-Office-362x310.jpg 362w, https:\/\/northstarbusiness.ir\/blog\/wp-content\/uploads\/2021\/07\/Screenshot_20210711-111017_WPS-Office-239x205.jpg 239w, https:\/\/northstarbusiness.ir\/blog\/wp-content\/uploads\/2021\/07\/Screenshot_20210711-111017_WPS-Office.jpg 1033w\" sizes=\"auto, (max-width: 594px) 100vw, 594px\" \/><figcaption>\u0627\u0631\u0632\u0634 \u0648\u06cc\u0698\u0647 \u0628\u0631\u0646\u062f \u0645\u062f\u0644 \u062f\u06cc\u0648\u06cc\u062f \u0622\u06a9\u0631<\/figcaption><\/figure><\/div>\n\n\n\n<p>\u0647\u0645\u0627\u0646\u0637\u0648\u0631 \u06a9\u0647 \u0628\u0627\u0644\u0627 \u0627\u0634\u0627\u0631\u0647 \u0634\u062f\u060c \u0627\u0631\u0632\u0634 \u0648\u06cc\u0698\u0647 \u0628\u0631\u0646\u062f \u062f\u0627\u0631\u0627\u06cc \u0686\u0647\u0627\u0631 \u0628\u0639\u062f \u0627\u0633\u062a: \u0622\u06af\u0627\u0647\u06cc \u0627\u0632 \u0628\u0631\u0646\u062f\u060c \u062a\u062f\u0627\u0639\u06cc\u0627\u062a \u0628\u0631\u0646\u062f\u060c \u06a9\u06cc\u0641\u06cc\u062a \u062f\u0631\u06a9 \u0634\u062f\u0647\u060c \u0648\u0641\u0627\u062f\u0627\u0631\u06cc \u0628\u0647 \u0628\u0631\u0646\u062f \u0648 \u0633\u0627\u06cc\u0631 \u0645\u0627\u0644\u06a9\u06cc\u062a \u062f\u0627\u0631\u0627\u06cc\u06cc\u200c\u0647\u0627\u06cc \u0628\u0631\u0646\u062f \u06a9\u0647 \u0647\u0631 \u06cc\u06a9 \u0627\u0632 \u0637\u0631\u0642 \u0645\u062e\u062a\u0644\u0641 \u0627\u0631\u0632\u0634 \u06cc\u06a9 \u0628\u0631\u0646\u062f \u0631\u0627 \u0641\u0631\u0627\u0647\u0645 \u0645\u06cc \u06a9\u0646\u0646\u062f.&nbsp;\u0647\u0646\u06af\u0627\u0645\u06cc \u06a9\u0647 \u0627\u06cc\u0646 \u0627\u0631\u0632\u0634 \u0634\u0646\u0627\u0633\u0627\u06cc\u06cc \u0634\u0648\u062f\u060c \u0628\u0631\u0627\u06cc \u062a\u0647\u06cc\u0647 \u0648 \u0645\u062f\u06cc\u0631\u06cc\u062a \u0622\u0646 \u0627\u0631\u0632\u0634 \u0628\u0627\u0644\u0642\u0648\u0647\u060c \u0645\u06cc \u062a\u0648\u0627\u0646 \u0627\u0632 \u06cc\u06a9 \u0646\u0642\u0634\u0647 \u0631\u0627\u0647 \u067e\u06cc\u0631\u0648\u06cc \u06a9\u0631\u062f.<\/p>\n\n\n\n<h4 class=\"has-text-align-right wp-block-heading\">\u0622\u06af\u0627\u0647\u06cc \u0628\u0631\u0646\u062f<\/h4>\n\n\n\n<p class=\"has-text-align-right\">\u0622\u06af\u0627\u0647\u06cc \u0628\u0631\u0646\u062f \u0628\u0647 \u0634\u0646\u0627\u062e\u062a \u0648 \u062a\u0634\u062e\u06cc\u0635 \u0628\u0631\u0646\u062f \u0627\u0632 \u0637\u0631\u06cc\u0642 \u0639\u0646\u0627\u0635\u0631\u0634 \u0645\u0627\u0646\u0646\u062f \u0644\u0648\u06af\u0648\u060c \u0646\u0627\u0645\u060c \u0631\u0646\u06af\u060c \u0646\u0645\u0627\u062f \u0648 &#8230; \u0634\u0631\u0648\u0639 \u0645\u06cc \u0634\u0648\u062f \u0648 \u062a\u0627 \u062a\u0648\u0627\u0646 \u0628\u0647 \u06cc\u0627\u062f \u0622\u0648\u0631\u062f\u0646 \u0622\u0646 \u062f\u0631 \u0630\u0647\u0646 \u0648 \u062a\u0627 \u062a\u0628\u062f\u06cc\u0644 \u0634\u062f\u0646 \u0628\u0647 \u0646\u062e\u0633\u062a\u06cc\u0646 \u0628\u0631\u0646\u062f\u06cc \u06a9\u0647 \u0628\u0647 \u06cc\u0627\u062f \u0622\u0648\u0631\u062f\u0647 \u0645\u06cc \u0628\u0627\u0634\u062f\u060c \u06af\u0648\u06cc\u0646\u062f. \u0627\u0631\u06a9\u0627\u0646 \u0622\u06af\u0627\u0647\u06cc \u0628\u0631\u0646\u062f \u0634\u0627\u0645\u0644 \u0645\u0648\u0627\u0631\u062f \u0630\u06cc\u0644 \u0645\u06cc \u0628\u0627\u0634\u062f:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u0644\u0646\u06af\u0631\u06af\u0627\u0647\u06cc \u06a9\u0647 \u0645\u06cc \u062a\u0648\u0627\u0646 \u0627\u0646\u062c\u0645\u0646 \u0647\u0627\u06cc \u062f\u06cc\u06af\u0631 \u0631\u0627 \u0628\u0647 \u0622\u0646 \u067e\u06cc\u0648\u0646\u062f \u062f\u0627\u062f.<\/li><li>\u0622\u0634\u0646\u0627\u06cc\u06cc \u06a9\u0647 \u0645\u0646\u062c\u0631 \u0628\u0647 \u067e\u0633\u0646\u062f\u06cc\u062f\u0646 \u0645\u06cc \u0634\u0648\u062f\u06f0<\/li><li>\u0645\u06cc\u062f\u0627\u0646 \u062f\u06cc\u062f\u06cc \u06a9\u0647 \u0628\u0647 \u062c\u0644\u0628 \u062a\u0648\u062c\u0647 \u06a9\u0645\u06a9 \u0645\u06cc \u06a9\u0646\u062f.<\/li><li>\u0633\u06cc\u06af\u0646\u0627\u0644\u200c\u0647\u0627\u06cc\u06cc \u06a9\u0647 \u0645\u0646\u062c\u0631 \u0628\u0647 \u062a\u0639\u0647\u062f \u0645\u062e\u0627\u0637\u0628\u06cc\u0646 \u0645\u06cc \u0634\u0648\u0646\u062f.<\/li><li>\u0631\u0648\u0634\u200c\u0647\u0627 \u0648 \u0627\u0633\u062a\u0631\u0627\u062a\u0698\u06cc\u200c\u0647\u0627\u06cc <a href=\"https:\/\/northstarbusiness.ir\/blog\/%d8%af%db%8c%d8%ac%db%8c%d8%aa%d8%a7%d9%84-%d9%85%d8%a7%d8%b1%da%a9%d8%aa%db%8c%d9%86%da%af\/\" target=\"_blank\" rel=\"noreferrer noopener\">\u062f\u06cc\u062c\u06cc\u062a\u0627\u0644 \u0645\u0627\u0631\u06a9\u062a\u06cc\u0646\u06af<\/a>\u060c <a href=\"https:\/\/northstarbusiness.ir\/blog\/seo\/\" target=\"_blank\" rel=\"noreferrer noopener\">\u0633\u0626\u0648 SEO<\/a> \u0648 <a href=\"https:\/\/northstarbusiness.ir\/blog\/%d9%87%da%a9-%d8%b1%d8%b4%d8%af\/\" target=\"_blank\" rel=\"noreferrer noopener\">\u0647\u06a9 \u0631\u0634\u062f<\/a> \u0628\u0633\u06cc\u0627\u0631 \u062f\u0631 \u0627\u06cc\u062c\u0627\u062f \u0622\u06af\u0627\u0647\u06cc \u0628\u0631\u0646\u062f \u0645\u0648\u062b\u0631\u0646\u062f.<\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">\u062a\u062f\u0627\u0639\u06cc\u0627\u062a \u0628\u0631\u0646\u062f<\/h4>\n\n\n\n<p class=\"has-text-align-right\">\u0628\u0647 \u0647\u0631\u0686\u06cc\u0632\u06cc \u06a9\u0647 \u0628\u0647 \u0635\u0648\u0631\u062a \u0645\u0633\u062a\u0642\u06cc\u0645 \u06cc\u0627 \u063a\u06cc\u0631\u0645\u0633\u062a\u0642\u06cc\u0645 \u062f\u0631 \u0630\u0647\u0646 \u0645\u0634\u062a\u0631\u06cc \u0627\u0632 \u06cc\u06a9 \u0628\u0631\u0646\u062f \u062a\u062f\u0627\u0639\u06cc \u0645\u06cc \u0634\u0648 \u062f. \u062c\u0646\u0633 \u0627\u06cc\u0646 \u062a\u062f\u0627\u0639\u06cc\u0627\u062a \u0645\u06cc \u062a\u0648\u0627\u0646\u062f \u0627\u0632 \u0637\u0628\u0642\u0647 \u0645\u062d\u0635\u0648\u0644\u060c 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\u0628\u0627\u0634\u062f.<\/p>\n\n\n\n<h4 class=\"has-text-align-right wp-block-heading\">\u0648\u0641\u0627\u062f\u0627\u0631\u06cc \u0628\u0631\u0646\u062f<\/h4>\n\n\n\n<p class=\"has-text-align-right\">\u062a\u0645\u0627\u0645 \u062a\u0644\u0627\u0634 \u0628\u0627\u0632\u0627\u0631\u06cc\u0627\u0628\u0627\u0646 \u0648 \u0635\u0627\u062d\u0628\u0627\u0646 \u0628\u0631\u0646\u062f\u060c \u0631\u0633\u06cc\u062f\u0646 \u0645\u0634\u062a\u0631\u06cc\u0627\u0646 \u062e\u0648\u062f \u0628\u0647 \u0645\u0631\u062d\u0644\u0647 \u0648\u0641\u0627\u062f\u0627\u0631\u06cc \u0627\u0633\u062a. \u062f\u0627\u0634\u062a\u0646 \u0645\u0634\u062a\u0631\u06cc\u0627\u0646 \u0648\u0641\u0627\u062f\u0627\u0631 \u062a\u0636\u0645\u06cc\u0646\u06cc \u0628\u0631\u0627\u06cc \u0648\u062c\u0648\u062f \u062c\u0631\u06cc\u0627\u0646 \u0641\u0631\u0648\u0634 \u0648 \u0633\u0648\u062f \u0645\u0633\u062a\u0645\u0631 \u0627\u0633\u062a. \u0631\u0642\u0628\u0627 \u06cc \u0634\u0645\u0627 \u0645\u0645\u06a9\u0646 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\u06a9\u0646\u062f. \u0627\u0631\u06a9\u0627\u0646 \u0648\u0641\u0627\u062f\u0627\u0631\u06cc \u0628\u0631\u0646\u062f \u0634\u0627\u0645\u0644:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u0645\u0646\u062c\u0631 \u0628\u0647 \u06a9\u0627\u0647\u0634 \u0647\u0632\u06cc\u0646\u0647 \u0647\u0627\u06cc \u0628\u0627\u0632\u0627\u0631\u06cc\u0627\u0628\u06cc \u0645\u06cc \u0634\u0648\u062f.<\/li><li>\u06cc\u06a9 \u0627\u0647\u0631\u0645 \u062a\u062c\u0627\u0631\u062a\u06cc \u0642\u0648\u06cc \u0627\u0633\u062a.<\/li><li>\u062c\u0630\u0628 \u0645\u0634\u062a\u0631\u06cc\u0627\u0646 \u062c\u062f\u06cc\u062f \u0627\u0632 \u0637\u0631\u06cc\u0642 \u0622\u06af\u0627\u0647\u06cc \u0648 \u0627\u0637\u0645\u06cc\u0646\u0627\u0646 \u062e\u0627\u0637\u0631 \u0645\u0646\u062c\u0631 \u0628\u0647 \u0645\u0634\u062a\u0631\u06cc\u0627\u0646 \u0648\u0641\u0627\u062f\u0627\u0631 \u0645\u06cc \u0634\u0648\u062f.<\/li><li>\u0635\u062f\u0627\u0642\u062a \u062f\u0631 \u0628\u0631\u0646\u062f \u0627\u062b\u0628\u0627\u062a \u0622\u0646 \u0628\u0631\u0627\u06cc \u0645\u0634\u062a\u0631\u06cc\u0627\u0646\u060c \u0648\u0641\u0627\u062f\u0627\u0631\u06cc \u0627\u06cc\u062c\u0627\u062f \u0645\u06cc \u06a9\u0646\u062f.<\/li><\/ul>\n\n\n\n<h5 class=\"has-text-align-right wp-block-heading\">\u0645\u0646\u0627\u0628\u0639:<\/h5>\n\n\n\n<p dir=\"ltr\">&#8211; <a href=\"https:\/\/www.prophet.com\/2013\/09\/156-what-is-brand-equity-and-why-is-it-valuable\/\" target=\"_blank\" rel=\"noreferrer noopener\">The Roadmap for Building &amp; Managing Brand Equity David Aaker<\/a><\/p>\n\n\n\n<p dir=\"ltr\">&#8211; <a href=\"https:\/\/books.google.com\/books\/about\/Managing_Brand_Equity.html?id=r_TSY5sxnO8C&amp;printsec=frontcover&amp;source=kp_read_button\" target=\"_blank\" rel=\"noreferrer noopener\">Managing Brand Equity David A. Aaker (1991)<\/a><\/p>\n\n\n\n<p dir=\"ltr\">&#8211; Kevin Lane Keller, Ambi M. G. Parameswaran, Isaac Jacob &#8211; Strategic Brand Management &#8211; Building, Measuring, and Managing Brand Equity<\/p>\n\n\n\n<p dir=\"ltr\">&#8211; David Aaker &#8211; Aaker on Branding: 20 Principles That Drive Success-Morgan James Publishing (2014)<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">\u0646\u0648\u06cc\u0633\u0646\u062f\u0647: \u062f\u06a9\u062a\u0631 \u0633\u0639\u06cc\u062f \u0645\u06cc\u0631\u0632\u0627\u0626\u06cc<\/h5>\n","protected":false},"excerpt":{"rendered":"<p>\u0627\u0631\u0632\u0634 \u0648\u06cc\u0698\u0647 \u0628\u0631\u0646\u062f \u06cc\u0627 Brand Equity\u060c \u0628\u0647 \u0645\u062c\u0645\u0648\u0639\u0647\u200c\u0627\u06cc \u0627\u0632 \u0627\u0631\u0632\u0634 \u0647\u0627\u06cc \u0630\u0647\u0646\u06cc\u060c \u0627\u062d\u0633\u0627\u0633\u06cc\u060c \u062f\u0627\u0631\u0627\u06cc\u06cc\u200c\u0647\u0627 \u0648 \u062a\u0639\u0647\u062f\u0627\u062a \u06a9\u0647 \u062f\u0631 \u0630\u0647\u0646 \u0645\u0634\u062a\u0631\u06cc\u0627\u0646 \u0634\u06a9\u0644 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