Abstract

Considering the importance and role of foreign trade in the economic development of the country, as well as the emphasis that the country's economic planners have on the expansion of non-oil exports, as well as in order to get rid of the single-product economy, it is necessary to pay more attention to the single-product economy. From Mian Export products have the relative advantage of saffron, due to its special position in terms of job creation in the agricultural sector and the creation of significant foreign exchange income for the country, it is considered an important product in the economy. Despite the extensive production and export of Iranian saffron products, it can be said that there is no powerful and reliable brand of Iranian saffron in the world market. In other words, the lack of strong brands of Iranian saffron in the world markets has caused almost no name of Iran in this field. Hence, awareness of the importance and position of branding for export products such as saffron. The research of 12 factors that have been mentioned by a large number of experts has been analyzed. The opinions of 10 experts have been used for the survey. The method used for prioritizing the factors is the ism interpretive structural modeling and for the quantitative analysis and the interaction between the factors, the dematel method has been used. The important factors in the key problem of the international suitable target market,Retention period, Metal pacaging ,Lack of awareness of target markets.