Given the increasing level of competition among service companies, the role and the importance of intangible assets have increased. A brand is an intangible asset that is the most important factor in distinguishing a company and creating a competitive advantage for it.
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Given the increasing level of competition among service companies, the role and the importance of intangible assets have increased. A brand is an intangible asset that is the most important factor in distinguishing a company and creating a competitive advantage for it. In the competitive environment of the tourism industry, maintaining and developing the market share result from the brand performance. Since the role of staff is significant in transferring the company’s brand contracts to customers (in service companies), this research tried to understand why the brand management system was important. It also tried to empirically investigate the effect of the brand management system on brand performance at the employee level, and the mediation effects of brand identity, brand commitment, and brand loyalty. The statistical population of this research included employees of travel and tourism companies in Tehran. To get a sample size, the study used available sampling and Cochran’s formula. This is an applied research, and data analysis is descriptive and correlational. To analyze the data of the questionnaire, the study used confirmatory factor analysis and structural equation model. The results showed that the brand management system had no direct effect on the brand performance at the employee level. However, the brand management system indirectly influenced brand performance through brand identity, brand commitment, and brand loyalty.
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