Key Success Factors of Brand Marketing for Creating the Brand Value Based on a MCDM Model Combining DEMATEL with ANP Methods

Abstract

When consumers purchase products, they will consider the brand first, because it indirectly leads consumers to associate with the quality, functions, and design of products. According to the smiling curve, the production of products is interacted with marketing and R&D. Therefore, the enterprises enhancing the marketing and R&D for production can create brand value. This study focuses on the marketing, and is based on the traditional marketing strategies to develop the brand marketing mix. However, there are many criteria among the strategies, and the criteria are interrelated. Thus, we want to probe the key success factors of the brand marketing to satisfy customer\'s needs. A MCDM model combining DEMATEL with ANP methods is used to find the importance and influence among the dimensions and criteria, which can evaluate marketing strategy. The study results will provide the enterprises with a reference for planning brand marketing.