Abstract

The present case study aims to design a model for improving the brand performance based on ‎the brand orientation and brand identity with an emphasis on the mediating role of brand ‎equity, which is conducted at the Sport and Youth General Office in Yazd. This is an applied ‎research and it is of the survey types. Standard questionnaires were used to measure brand ‎orientation, brand identity, brand equity and brand performance. The study sample includes 104 ‎employees from the Sport and Youth General Office in Yazd, in 2017. To test the research ‎hypotheses, structural equation modeling based on partial least squares regression method was ‎used. The result showed that brand orientation had a significant effect on brand equity and ‎brand performance and brand identity had a significant effect on brand equity and brand ‎performance. Therefore, organizations must focus their attention on brand identity and create ‎good brand orientation among the staff in order to improve corporate brand performance‎‎.