No abstract

Brand is among the determinants of purchase, especially in the laptop market. Brand or trademark introduces and represents products. In the business world, brands have material value and are priced. In some cases, the pricing is more valuable than tangible assets of organizations, since brands create competitive advantage in the business world. There are various ways to valuate brands, most of which focus on pricing. However, the present study discussed the ranking of laptop brands available in Iran's market using the multi-decision-making criteria based on the gray analysis. In doing so, certain data were collected from laptop sales representative in Iran. The analysis included Brands of Apple, VAIO, Samsung, Lenovo, Asus, Toshiba, MSI, HP, Dell, and Acer.