Evaluation of the Barriers to Achieve a Powerful Brand Using AHP Technique

One of the most important factor in business is known as a brand. Despite all its potential, Iranian carpet is not branded well. The present study has been conducted in order to identify and prioritize the main factor of failure in achieving a powerful brand in commercial carpet companies. For this reason, the analytic hierarchy process (AHP) method used for data analysis. The nine main criteria and forty sub‐criteria were identified based on the literature review. The highest importance weight obtained by the lack of brand management with 0.196. Customization and market orientation with (0.171) placed in the second rank. Production and quality with (0.129) placed in the third priority. Marketing capabilities familiarity with (0.111) and communications with (0.111) obtained the same rank. The rest of criteria were placed as following priority; appropriate business environment with (0.096), information about the product with (0.080), profitability with (0.069), and standard with (0.038) respectively. The results of this study could be used by managers of the commercial companies to improve and retrieve their organizational processes to achieve powerful brand. Even though the research shed a light on the topic, however, future work can focus on developing a conceptual framework and can be investigated using other decision‐making methods.