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Pahlavan E, Shojaei V, Hami M. Organizational Brand Identity; a Concept for the Excellence of Health-oriented Organizations(Sports Medicine Federation). Clin Exc 2021; 11 (2) :1-10
URL: http://ce.mazums.ac.ir/article-1-614-en.html

    Branding is an applied strategy to differentiate an organization from other organizations. The purpose of this study was to guide the attention of health-oriented organizations managers to the concept of organizational brand identity.
The recent twenty years articles were used in the Persian and English journals from databases in the Google Scholar, ProQuest, Elsevier, Pubmed, ISI (Web of Science), SID, Iran Medex and Scopus.
The search for articles from the mentioned databases was mainly done using keywords; Organizational brand identity, organizational reputation and sport and health-oriented organizations. The process of selecting articles was based on this strategy: In the initial search, 153 articles were obtained, and after studying the titles and abstracts, 42 articles were selected. Following the research process, 32 articles were selected by reviewing the content and full text of the article, of which 21 articles had the necessary characteristics and were in accordance with the indicators and objectives of the study. The review analysis along with qualitative approach was used.
The findings showed that there are several models that have evolved based on the evolution of the concept of organizational brand identity. Considering the dimensions and elements of each model and their combination with each other, the key variables of these models can be placed in service organizations such as the Sports Medicine Federation.