Seyyed Hassan Mirtaghi HasanKiadeh - M.A. of Management Humanities Faculty of Guilan University

Nowadays, brand is like capital for different organizations and their products; the more famousthe brand, the more it will affect costumer’s loyalty. Companies that have gained theirconsumer’s trust can profit more than those who has not obtained the said. This study analyzesthe role, values and components of brands and the role they play in gaining costumer’s loyalty.The population investigated in this study is that of a Refah Chain store,which is located which islocated in Guilan, a northern province in Iran. The instrument used for this study was aquestionnaire that helped the researcher gather data for running correlation coefficient which isused for analyzing the hypotheses of the present study. Moreover, for analyzing the validity ofthe questionnaire Cronbach alpha was used. The results showed that the values of the brand areconsistent with: loyalty, perceived quality, and brand association. Moreover, the elements of thebrand meaning its image and character have a positive effect on brand loyalty.

Brand’s value. Components of Brand, Loyalty, Association, Awareness, Consumer’s trust