The present case study aims to design a model for improving the brand performance based on the brand orientation and brand identity with an emphasis on the mediating role of brand equity, which is conducted at the Sport and Youth General Office in Yazd. This is an applied research and it is of the survey types. Standard questionnaires were used to measure brand orientation, brand identity, brand equity and brand performance. The study sample includes 104 employees from the Sport and Youth General Office in Yazd, in 2017. To test the research hypotheses, structural equation modeling based on partial least squares regression method was used. The result showed that brand orientation had a significant effect on brand equity and brand performance and brand identity had a significant effect on brand equity and brand performance. Therefore, organizations must focus their attention on brand identity and create good brand orientation among the staff in order to improve corporate brand performance.

Keywords