The effect of the brand's position in brand architecture on price  Case study: Detergent and hygiene products of Golrang Industrial Group

Azizi, Shahriar; Rasekh, Alireza; Najafi, Mehdi

doi:10.22054/natm.2026.88720.1035

The effect of the brand's position in brand architecture on price Case study: Detergent and hygiene products of Golrang Industrial Group

Articles in Press

Document Type : Original Article

Authors

Shahriar Azizi ¹

Alireza Rasekh ²

Mehdi Najafi ²

¹ Department of Business Administrartion, Shahid Besheshti University

² Department of Business Administration-Faculty of Management and Accounting-Shahid Beheshti University-Tehran-IRAN

10.22054/natm.2026.88720.1035

Abstract

This study evaluates and identifies the role and position of each brand within the Golrang brand architecture and classifies its products based on strategic roles such as flagship, defender, entry-level (low-price), and prestige brands. The aim of the research is to provide actionable insights for optimizing branding strategies and strengthening Golrang’s competitive position in domestic and international markets. This brand diversity enables Golrang Industrial Group to target multiple market segments, enhance its presence on retail shelves, respond to consumers’ demand for variety, and reduce the risk of dependence on a single brand.
The research adopts a descriptive methodology based on secondary data, collected from the Okala website, a subsidiary of the Golrang Holding. Key indicators used to classify brand strategies include rankings of best-selling products and the price-to-volume (P/V) ratio. The results show that prestige and flagship brands have the highest average P/V ratios, while entry-level low-price brands exhibit the lowest P/V ratios. Defender brands fall in the mid-range in terms of P/V. The objective of this study is to identify the role and position of each brand within the brand architecture with respect to pricing.

Keywords

Brand Architecture

Brand Portfolio

Brand Strategy

Price