عنوان مقاله [English]
National branding has been steadily growing in various areas over the recent years, and the fact that Iran is an entrepreneur, creates the incentive for, so that it can be applied The country diffrentiation and the attraction of the elite and the top –talented national and and foreign pepole. Accordingly, the present study aims to design a national brand model in the field of elites and the top – talented people in the field of science and technology. The statistical population of the research includes elites, managers and assistants of the National Foundation of the Elites, and professors and researchers. 14 people were purposefuling selected as the research sample. Data collection tools were library studies and semi-structured interviews with experts. The data analysis was carried out using a qualitative approach, i.e. the Grounded Theory Method and the coding process was performed in three stages: open, axial and selective coding. Based on this, each component of the coding paradigm of the narrative and the model of branding in the field of elite and superior talent were drawn and at the end of the theory based on 6 general theories were created. Key words: national branding, elite and talent superior, theory of data base
Looking at theoretical literature and literature review in the field of nation branding, it can be seen that the limited models presented in this area have mainly focused on providing a model for spatial or urban nation branding, and have tried to explained the dimensions and indicators Branding on the introduction of places, cities through public awareness and advertising about the economic growth of countries or places, or culture and social and economic well-being. However, in these researches, elitism, the discovery and development of superior talent as a criterion for national branding has been neglected. Therefore, due to the research gap in this research, we tried have been made to promote nation branding based on elitism standards and emphasize with elites and superior talent in order to attract the elites and domestic and foreign superior talents shows better performance and prevents the Human capital flight.
The statistical population of the research includes elites, managers and assistants of the national elite foundation of Iran and the relevant professors and researchers in the field of nation branding.
Materials and Methods
The research implementation strategy is a descriptive - exploratory ,because in addition to description the status of nation branding in the field of elites and the superior talent in the field of science and technology in the country, due to the lack of sufficient information in this regard, we are seeking to provide a model for nation branding in the field of elites and the superior talent in of the country. In this research, with the approach of grounded theory, the data were collected and analyzed through semi-structured interviews in three stages. The study sought to provide a model for nation branding in the field of elites and superior talent in the field of science and technology. In this regard, and with regard to the very limited theoretical literature existed in the field of national branding and in particular branding concerning elites, it was attempted using the approach of grounded theory, to create the theory in this regard. In this regard, using the above-mentioned method based on three stages of open, axial, and selective coding, the nation-branding model in the field of the elites and superior talents was presented. Finally, six theoretical theorems created and the research hypotheses were presented for validation in future researches.
Discussion and Results
Based on research findings, increasing international competition to attract students, elites and superior talents, the country's need to preserve and attract the elites and marketing of Iran as an educational destination is among the most important causes of nation branding in the field of elites and superior talent. At the same time, the findings showed that environmental factors, religious behaviors, behaviors, and international attitudes are influential as the ground conditions on nation branding in the field of elites and superior talent. While, government support, stakeholder commitment, stakeholder engagement, Culturalization, depoliticization of the branding process, and the transformation of government structures and affiliated institutions in branding as intervening conditions affect on nation branding in the field of elites and superior talents.
At the same time, the findings indicate that the nation branding process in the field of elites and superior talent is considered as a strategy to meet the desire for nation branding in the elites and talented areas. This process involves a variety of dimensions, including the creation of brand infrastructure and brand identity, the creation of brand identity, the development of brand image, brand architecture, brand identity, and feed backing as effective steps in the branding process in the field of elite and superior talent is mentioned. It should be noted that this process is based on a systematic approach and having appropriate feedback on the actions taken at each stage, and ultimately results in effective outcomes such as preserve and attract elites, promoting national pride, making money, and progressive in all areas.
In order to implement the dimensions expressed in the nation branding process in the elite area, it should be striving to develop brand identity, including the expression of the brand value of the elites in the country, the display of the ancient civilization with many elites throughout history, and so on. In order to create and expand the image of the brand of elites must first determine the international criteria for defining elitism. In line with the brand architecture, the relation of brand must be established in the elite area with other nation brands, and contradictions and conflicts between them are clarified and in line with take them closer together and to achieve rational integration.
Concerning Brand Identity Communications, it is necessary to promotion the verbal communication between the stakeholders and also to use the brand's ambassadors to introduce the Iranian superior talent and elites brand to other countries. As for the brand's institutionalization, we can use the index the brand's internalization, such as people's living with brand, through the awareness and using the successful brands and the opportunities that elites branding will bring to society.