Designing a Strategic Brand Management Model in the Home Appliance Industry Based on Customer Knowledge Management

Abstract

This study aimed to develop an integrated strategic brand management model based on customer knowledge management in the home appliance industry and to explain how knowledge generated through customer interactions can be transformed into strategic brand decisions and actions. This applied qualitative study employed systematic thematic analysis based on Braun and Clarke’s approach. The study population consisted of academic and industry experts with expertise in strategic brand management and customer knowledge management in the Iranian home appliance industry. Participants were selected purposively, and sampling continued until theoretical saturation was achieved. Fifteen in-depth semi-structured interviews were ultimately conducted with eight senior industry managers and seven university faculty members. The data were analyzed through six stages: familiarization with the data, generation of initial codes, searching for themes, reviewing themes, defining and naming themes, and producing the final report. Trustworthiness was enhanced through attention to credibility, transferability, dependability, and confirmability. The thematic analysis yielded 10 overarching themes, 39 organizing themes, and 184 basic themes. The final model comprised four interconnected layers: a central core of customer knowledge management; strategic foundations encompassing branding strategy, brand image and identity, and product innovation and development; value-creation pillars comprising brand communication and interaction, perceived quality, and sustainability and social responsibility; and final outcomes consisting of customer loyalty and commitment, customer value, and brand awareness and recognition. The findings indicated that systematic acquisition, sharing, analysis, and application of customer knowledge provide an essential basis for developing and continuously refining strategic brand decisions. The proposed model positions customer knowledge management as a central infrastructure for strategic brand management. By converting customer data, experiences, preferences, and feedback into actionable insights, organizations can strengthen brand identity, enhance perceived quality, support innovation, improve brand interactions, and create sustainable customer value. The model can therefore serve as a practical roadmap for managers in the home appliance industry seeking to develop and revise customer-oriented brand strategies.