The aim of the current research was to stratify the influencing factors on the brand identity of karate sport in Iran. In this research, using a researcher-made questionnaire, modeling of factors affecting the brand identity of karate sports in Iran was done. The statistical population of this research is senior sports managers, university professors with expertise in marketing, brand and sports management, as well as scientific and practical expertise of these people in the field of karate, coaches, veterans, referees, club managers and athletes in the field of karate (at least 5 years in the field are scientific and have a national medal in the field of karate) at the national level; 12 people answered the ISEM questionnaire in the form of snowballs. The research tool was the ISM matrix questionnaire. At the first level (the highest level and the least influence) there is a symbol and identity. In the second normative level, internal branding and technical factors are located, the dimensions in this level affect each other two by two. In the third level, there are three components of visualization, national and international communication and media, and finally, the fourth level and the most important level in terms of the influence of two functional components and human resources. All in all, these stratifications indicate that strengthening the karate brand identity requires a multidimensional approach in which both fundamental and strategic aspects as well as executive and operational factors are developed in parallel to create a lasting and successful brand.