Brand is one of the most valuable assets of the organization invested and developed over time, creating competitive power for organizations, and allowing organizations to create long-lasting relationships with their customers. A strong brand name helps businesses differentiate themselves in the marketplace and explain why their products and services are capable of meeting customer needs in a unique way. Commercial-service naming has become an important issue in recent years for marketing experts and scholars. The research aims to provide a model for brand strength in the banking industry. The present research seeks to develop and test a model in the area of brand services. A web-based survey was undertaken to collect data from the sample of 194 customers of Yazd city bank. The results indicate that brand evidences have direct impact on a brand association and attitude toward the brand. Also, hearing of a brand has direct impact on a brand’s evidence and attitude toward the brand. Attitude toward a brand has direct impact on brand strength.

品牌是组织最宝贵的资产之一，随着时间的推移投资和发展，为组织创造竞争力，并允许组织与其客户建立长期的关系。强大的品牌名称有助于企业在市场中脱颖而出，并解释为什么他们的产品和服务能够以独特的方式满足客户的需求。商业服务命名已成为近年来营销专家学者关注的一个重要问题。该研究旨在为银行业的品牌实力提供一个模型。本研究旨在开发和测试品牌服务领域的模型。进行了一项基于网络的调查，以从亚兹德市银行 194 名客户的样本中收集数据。结果表明，品牌证据直接影响品牌联想和对品牌的态度。此外，品牌的听觉对品牌的证据和对品牌的态度有直接影响。对品牌的态度直接影响品牌实力。