Owner & Primary Publisher: University of Tehran; Journal of Rural Research 2008-7373 Articles in Press 2020 09 12 Identify and evaluate the value chain of rural businesses with Branding potential Case study: Turkmen Sahara of Golestan province Identify and evaluate the value chain of rural businesses with Branding potential Case study: Turkmen Sahara of Golestan province 77733 10.22059/jrur.2020.302145.1499 FA Hosien Sadin master 0000-0002-9467-3112 Mahdi Pourtaheri Associate Professor, Department of Geography, Tarbiat Modares University Abdolreza Eftekhari Professor, Department of Geography, Tarbiat Modares University Journal Article 2020 05 06 1-Objectives The necessity and importance of rural jobs in the current economy has changed the attitude towards using new strategies in the development of jobs in these areas. Using a branding approach is one of these ways to reduce inequality between urban and rural areas, create jobs, increase production, improve product quality and create added value for inclusive products, and to motivate consumers to use certain products or services. Be such as to minimize the level of vulnerability and risk of economic activity in rural areas against economic shocks, as well as strategic tools to increase the efficiency and effectiveness of rural jobs. For this reason, various executive techniques have been designed to develop it, one of which is to analyze the value chain of products and services, The main idea is to analyze activities ,which with a systemic approach makes the real value of the product or service in the work process from production to distribution in a scientific way. Analyze and, in the best possible way, identify the strengths and weaknesses of economic activities in the field of rural brand. Inspired by these topics, the present study examines the value chain of jobs with brand potential in rural towns in the Turkmen Sahara region. In this direction, identification and localization of business branding indicators, business ranking in terms of branding and their value chain status have also been considered 2-Methods In terms of purpose, this research is of applied type and its method is exploratory, descriptive and analytical using library and field methods. The statistical population of the study consisted of 220 professors from Golestan universities, experts from government departments and rural managers, including district heads, representatives of district councils and representatives of village heads and business owners, who were selected by targeted and possible sampling method. . Data analysis also used a combination of mean scores, standard deviation, Coefficient of change, total weighted weighting techniques, unilateral analysis of variance, Tukey HSD test and Aras multi-criteria decision making (ARAS). 3-Results The results of studies conducted at the level of internal and external studies have led to the identification of 20 indicators explaining business, products and brand services. Among the indicators, satisfaction with the final weight (0.955) in the first place, Adaptability with (0.91) is in the second place and quality orientation with the final weight (0.086) is in the third place. According to the results of the analysis of the findings using Aras technique (ARAS), among the common businesses in the region for branding, cotton cultivation with a coefficient of application of 0.971 in the first priority, carpet weaving with The coefficient of 0.966 is in the second priority, traditional foods with the coefficient of 0.952 in the third priority, horse breeding with the coefficient of 0.943 in the fourth place and ecotourism resorts with the coefficient of 0.924 in the fifth priority for branding products and services. Also, the results of comparing businesses with brand potential in terms of value chain show that horse breeding with a final value of 3.1 and a coefficient of change of 0.0433 is the best value chain, followed by eco-lodges and Turkmen Carpet are ranked 2nd and 3rd, respectively, while traditional dishes with the final value (2.42) and a coefficient of 0.957 have the weakest value chain 4- Discussion The results of this study indicate that rural areas in the Turkmen Sahara region, due to planning and policy-making with some restrictions, such as the disappearance of traditional businesses due to lack of a suitable market for their products, lack of access to resources (financial- Technical), declining income, the spread of poverty and unemployment, and the like, in practice, are critical to the sustainable development goals of sustainable income growth, the expansion of productive employment, and the more balanced development of growth in these areas. Problems have arisen. On the other hand, these areas have untapped economic potential. They should be better exploited and help the well-being of rural residents.Therefore the use of branding and value chain approaches with a careful planning is expected to create a framework for moving the product from production to consumption until all sectors are involved. On the one hand, to acquaint producers with the rules and principles of marketing, and on the other hand, to enable them to use new methods in the production of their goods in accordance with the needs and desires of customers and quality raw materialsTo minimize the effect of restrictions and this type of business in competitive environments and remain today 1-Objectives The necessity and importance of rural jobs in the current economy has changed the attitude towards using new strategies in the development of jobs in these areas. Using a branding approach is one of these ways to reduce inequality between urban and rural areas, create jobs, increase production, improve product quality and create added value for inclusive products, and to motivate consumers to use certain products or services. Be such as to minimize the level of vulnerability and risk of economic activity in rural areas against economic shocks, as well as strategic tools to increase the efficiency and effectiveness of rural jobs. For this reason, various executive techniques have been designed to develop it, one of which is to analyze the value chain of products and services, The main idea is to analyze activities ,which with a systemic approach makes the real value of the product or service in the work process from production to distribution in a scientific way. Analyze and, in the best possible way, identify the strengths and weaknesses of economic activities in the field of rural brand. Inspired by these topics, the present study examines the value chain of jobs with brand potential in rural towns in the Turkmen Sahara region. In this direction, identification and localization of business branding indicators, business ranking in terms of branding and their value chain status have also been considered 2-Methods In terms of purpose, this research is of applied type and its method is exploratory, descriptive and analytical using library and field methods. The statistical population of the study consisted of 220 professors from Golestan universities, experts from government departments and rural managers, including district heads, representatives of district councils and representatives of village heads and business owners, who were selected by targeted and possible sampling method. . Data analysis also used a combination of mean scores, standard deviation, Coefficient of change, total weighted weighting techniques, unilateral analysis of variance, Tukey HSD test and Aras multi-criteria decision making (ARAS). 3-Results The results of studies conducted at the level of internal and external studies have led to the identification of 20 indicators explaining business, products and brand services. Among the indicators, satisfaction with the final weight (0.955) in the first place, Adaptability with (0.91) is in the second place and quality orientation with the final weight (0.086) is in the third place. According to the results of the analysis of the findings using Aras technique (ARAS), among the common businesses in the region for branding, cotton cultivation with a coefficient of application of 0.971 in the first priority, carpet weaving with The coefficient of 0.966 is in the second priority, traditional foods with the coefficient of 0.952 in the third priority, horse breeding with the coefficient of 0.943 in the fourth place and ecotourism resorts with the coefficient of 0.924 in the fifth priority for branding products and services. Also, the results of comparing businesses with brand potential in terms of value chain show that horse breeding with a final value of 3.1 and a coefficient of change of 0.0433 is the best value chain, followed by eco-lodges and Turkmen Carpet are ranked 2nd and 3rd, respectively, while traditional dishes with the final value (2.42) and a coefficient of 0.957 have the weakest value chain 4- Discussion The results of this study indicate that rural areas in the Turkmen Sahara region, due to planning and policy-making with some restrictions, such as the disappearance of traditional businesses due to lack of a suitable market for their products, lack of access to resources (financial- Technical), declining income, the spread of poverty and unemployment, and the like, in practice, are critical to the sustainable development goals of sustainable income growth, the expansion of productive employment, and the more balanced development of growth in these areas. Problems have arisen. On the other hand, these areas have untapped economic potential. They should be better exploited and help the well-being of rural residents.Therefore the use of branding and value chain approaches with a careful planning is expected to create a framework for moving the product from production to consumption until all sectors are involved. On the one hand, to acquaint producers with the rules and principles of marketing, and on the other hand, to enable them to use new methods in the production of their goods in accordance with the needs and desires of customers and quality raw materialsTo minimize the effect of restrictions and this type of business in competitive environments and remain today