Ali jalali nazari - Ph.D. Student, Department of Business Management, UAE Branch, Islamic Azad University, Dubai, United Arab Emirates
Kambiz Heidarzadeh Hanzaei - Associate Professor, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
Hamidreza Saeednia - Associate Professor, Department of Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran

The brand of banks as one of the active institutions in the financial economy of the country and determining its value is one of the most important issues of knowledge and professionalism of businesses, which in this study has a special focus. In the present study, the researcher has considered the issue of customer confusion in brand selection and by focusing on determining the specific value, identified the components affecting the brand of banks using the in-depth interview approach and finally presented the appropriate model.Summary of the research results shows that out of the identified factors resulting from axial coding, a limited number of factors such as reducing customer confusion have a significant impact on brand equity and banks pay attention to it and invest in it to strengthen their brand.Keywords: branding, brand equity, investment, bank competitiveness, customer serviceKeywords: branding, brand equity, investment, bank competitiveness, customer service

branding, Brand Equity, investment, bank competitiveness, Customer service