Hadi Karimi - Scientific staff of university, Shandiz higher education institute, Mashhad
Akramsadat Hosseini - Investigational Advisor of Amir Kabir institute

There are different visions about market making and its adaptation to international standards. It is obvious that decisions based on achieving international brand should be made according to basic common and semi-common concepts of existing markets that need local adaptation. In the present study, a supply-demand model is proposed to facilitate the procedure of market making and product and service branding. Moreover, using strategic models for strategy configuration and standardization of Negin Zafaran brand and its adaptation with international brands, it was attempted to propose a model and evaluate its requirements. In this paper, after reviewing the issues relating to standardization concept, it is emphasized that brand core identity should remain fixed while its implementation must be localized. As a result, while retaining fundamental concepts of brand, strategy adaptation and its implementation according to local differences are accentuated

brand, strategy, marketing, branding supply , demand model