Factors Affecting the Hospital Brand Identity Based on the Kapferer Model: a case study in Tehran

One of the most valuable assets of any organization is its brand because it causes more profit margins, better cooperation channels and other benefits for the organization. The aim of this study was to investigate the factors affecting brand identity of hospitals in a semi- governmental hospital in Tehran/ Iran. In this descriptive-analytic study, 403 hospitalized patients in a semi-governmental hospital were selected by available sampling method in 2016. The data gathering tool was a researcher-made questionnaire based on the Kapferer model (including 30 questions in 6 domains of brand personality, brand physique, brand culture, relationship, self-image and reflection). Data were analyzed using one-sample t-test in SPSS 16 software. The highest mean scores were attributed to the importance of service quality (4.21), known cases (4.15) and easy access (4.02). The least mean scores belonged to patients' mental and psychological needs (2.31), the distinctive character (2.45) and happy and motivated staff (2.63). There was a significant relationship between total mean score (3.51) and brand personality, brand physique and brand culture (P<0.05). Hospitals cannot survive without attention to the patients' demands. Therefore, by implementing any of the factors affecting the hospital brand identity, it is possible to improve the hospital brand status in the minds of the patients as a superior and valuable brand.