BRANDING IN THE SCIENCE BASED COMPANIES / Dr Melika Molkara

 Parvazeghalam/ nowadays the determinative role of the science and technology in countries growth and development and the very close connection between economic development and a country potentials and capacities, science production and use of science has become a public beliefe.regarding the key role of science based companies in technology development field, in sagacity oriented economy, a special approach toward this campanies has been formed.also the issue of brand and branding for manufacturing and service companies has become a significant and strategic issue because a successful brand can lead to an increase of the value of the final product and be a part of the most valuable assets of a business; perhaps the most serious challenge for the science based startup companies is their newness and toddling stage in the matter of branding. concerning the development and marketing of the science based industries, product branding, corporation and even national branding has a considerable share. among all, national branding is one of the most important domains of the brand that in the strategic areas, general diplomacy and cultural ties, investment,exports,tourism and economic development has been taken into consideration and in four different sources is traceable including country of origin, location or destination of branding, general diplomacy and national identity. lack of knowledge about brand and branding, lack of concentration on research and development, product standardization, science based technological services are the special challenges in the science based fields. one of the problems of these companies to obtain standards is the high cost payments, obviously if the products of these science based companies fail to obtain standards, they can not reach the profitable european markets, the companies would be able to exports their products only to countries like iraq, afghanistan and pakistan. in fact the research is profitable and does not cause costs.the remarkable part of revenues and incomes of large companies across the world is the result of researches and technology sales. so the good thoughts could develop ideas to sell the products. likewise amplifying the ties and cooperation between universities and science based corporations and the private sector to support the products and setting up the technology and research fund is of great importance for the purpose of economic prosperity and flourishment of this scientific and economic complex. finally we can put all these up that the profitability of the science based companies takes special attention to the matter of branding and marketing.