kazem Pourvatan - Department of Manager, University of Islamic Azad, Khoaafarin center, Tabriz, Iran
mortaza akbari - Department of Manager, University of Islamic Azad, Horand center, Tabriz, Iran
Amir Mohammadpour - Master of Business Administration, Tabriz Alghadir University, Ahar, Iran

This study aims to represent a math model for identifying effective factors in brand identity in banking. This survey is of descriptive/analytic type with applied goals. Statistical population of this study included all the customers of the banks in East Azerbaijan. Using stepwise cluster sampling, a sample size of ٣٨٦ people was achieved via Cochran formula. To test the hypotheses, independent t-test, variance analysis, and stepwise linear regression were used. The results showed that effective factors in brand identity include communicative capabilities, meaningfulness, development and expansion, conformity and creativity, and positive mental imagery. The findings of this paper can be used for evaluating brand identity in banking.

brand identity, communicative capabilities, meaningfulness, conformity and